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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
Part 1: The Role and Value of Marketing Research Information
Chapter 1—Marketing Research for Managerial Decision Making
Chapter 2—The Marketing Research Process and Proposals
Part 2: Designing the Marketing Research Project
Chapter 3—Secondary Data, Literature Reviews and Hypotheses
Chapter 4—Exploratory Research Designs and Data Collection Approaches
Chapter 5—Descriptive and Casual Research Designs
Part 3: Gathering and Collecting Accurate Data
Chapter 6—Sampling: Theory and Methods
Chapter 7—Measurement and Scaling
Chapter 8—Designing the Questionnaire
Part 4: Data Preparation, Analysis and Reporting the Results
Chapter 9—Qualitative Data Analysis
Chapter 10—Preparing Data for Quantitative Analysis
Chapter 11—Basic Data Analysis for Quantitative Research
Chapter 12—Examining Relationships in Quantitative Research