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Written at a level first-time marketing research students understand, this text provides the basic fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts. The sixth edition now includes new case ideas contributed from innovative professors, updated insight from industry professionals, and current information on how marketing research is being practiced today.

A “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it.

Introducing Marketing Research; Explaining the Marketing Research Process; Describing Characteristics of the Marketing Research Industry; Defining the Problem and Determining Research Objectives; Understanding Research Design; Using Secondary Data and Online Information Databases; Comprehending Standardized Information Sources; Utilizing Exploratory and Qualitative Research Techniques; Evaluating Survey Data Collection Methods; Understanding Measurement in Marketing Research; Developing Questions and Designing the Questionnaire; Determining How to Select the Sample; Determining the Size of a Sample; Dealing with Field work and Data Quality Issues; Using Basic Descriptive Analysis; Performing Population Estimates and Hypothesis Tests; Implementing Basic Differences Tests; Making Use of Associations Tests; Understanding Regression Analysis Basics; Preparing the Research Report and Presentation

For undergraduate marketing research courses.

Chapter 1: Introducing Marketing Research         
Chapter 2: Explaining the Marketing Research Process
Chapter 3: Describing Characteristics of the Marketing Research Industry
Chapter 4: Defining the Problem and Determining Research Objectives
Chapter 5: Understanding Research Design
Chapter 6: Using Secondary Data and Online Information Databases
Chapter 7: Comprehending Standardized Information Sources
Chapter 8: Utilizing Exploratory and Qualitative Research Techniques
Chapter 9: Evaluating Survey Data Collection Methods
Chapter 10: Understanding Measurement in Marketing Research
Chapter 11: Developing Questions and Designing the Questionnaire
Chapter 12: Determining How to Select the Sample
Chapter 13: Determining the Size of a Sample
Chapter 14: Dealing with Field work and Data Quality Issues
Chapter 15: Using Basic Descriptive Analysis
Chapter 16: Performing Population Estimates and Hypothesis Tests
Chapter 17: Implementing Basic Differences Tests
Chapter 18: Making Use of Associations Tests
Chapter 19: Understanding Regression Analysis Basics
Chapter 20: Preparing the Research Report and Presentation