Essentials of Marketing Research

by ; ; ;
  • ISBN13:


  • ISBN10:


  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2009-11-25
  • Publisher: McGraw-Hill Education
  • View Upgraded Edition
  • Purchase Benefits
  • Free Shipping On Orders Over $35!
    Your order must be $35 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $235.91 Save up to $72.91
  • eBook
    Add to Cart


Supplemental Materials

What is included with this book?

  • The eBook copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.


Essentials of Marketing Researchconcisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques.Essentials of Marketing Researchgives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.

Table of Contents

The Role and Value of Marketing Research Information
-Marketing Research for Managerial Decision Making
-The Marketing Research Process and Proposals
Designing the Marketing Research Project
-Secondary Data, Literature Reviews and Hypotheses
-Exploratory Research Designs and Data Collection Approaches
-Descriptive and Causal Research Designs
Gathering and Collecting Accurate Data
-Sampling: Theory and Methods
-Measurement and Scaling
-Designing the Questionnaire
Data Preparation, Analysis and Reporting the Results
-Qualitative Data Analysis
-Preparing Data for Quantitative Analysis
-Basic Data Analysis for Quantitative Research
-Examining Relationships in Quantitative Research
-Reporting and Presenting Results
Table of Contents provided by Publisher. All Rights Reserved.

Rewards Program

Write a Review