Exploring Marketing Research

by Zikmund, William G.

• ISBN13: 9780324320886
• ISBN10: 0324320884
• Edition: 1st
• Format: Hardcover
• Copyright: 2006-08-15
• Publisher: South-Western College Pub

Summary

EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.

Table of Contents

Introduction

The Role of Marketing Research

Information Systems and Knowledge Management

The Marketing Research Process

The Human Side of Marketing Research: Organizational and Ethical Issues

Beginning Stages of the Research Process

Problem Definition: Jump-Starting the Research Process

Qualitative Research Tools

Secondary Data Research In a Digital Age

Research Designs for Collecting Primary Data

Survey Research: An Overview

Survey Research: Basic Methods of Communication with Respondents

Observation

Experimental Research: An Overview

Test Markets and Experimental Design

Measurement Concepts

Measurement

Attitude Measurement

Questionnaire Design

Question Wording and Measurement Scales for Commonly Researched Topics

Sampling and Fieldwork

Sampling Designs and Sampling Procedures

Determination of Sample Size: A Review of Statistical Theory

Fieldwork

Data Analysis and Presentation

Editing and Coding: Transforming Raw Data into Information

Basic Data Analysis: Descriptive Statistics

Univariate Statistical Analysis

Bivariate Statistical Analysis: Differences Between Two Variables

Manual Calculations of an F Statistic

Anova for Complex Experimental Designs

Bivarate Statistical Analysis: Measures of Association

Arithmetic Behind OLS

Introducing Multivariate Statistical Analysis

Getting Factor Results with SAS or SPSS

Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up

Comprehensive Cases with Computerized Databases

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