MR (with Marketing CourseMate with eBook Printed Access Card)

by Brown, Tom J.; Suter, Tracy A.

• ISBN13: 9781111532406
• ISBN10: 1111532400
• Edition: 1st
• Format: Paperback
• Copyright: 2011-08-23
• Publisher: South-Western College Pub

Summary

Created through a "student-tested, faculty-approved" review process, MR is an engaging and accessible solution to accommodate the diverse learning styles of today's students at a value-based price. MR provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course.

Table of Contents

Marketing Research: From Data to Information to Recommended Strategies

The problem: Marketers need information

Who does marketing research?

Why study marketing research?

The research process

The Research Question: Formulation of the Problem/Opportunity

Problems versus opportunities

The problem formulation process

Preparing an effective research request agreement

The research proposal

Research to avoid

Choosing a research supplier

Exploratory, Descriptive and Causal Research Designs

Types of research design

Exploratory research designs

Descriptive research designs

Causal research designs

Market testing

Collecting Secondary Data from Inside and Outside the Firm

Secondary data versus primary data

Advantages and disadvantages of secondary data

Internal secondary data

Components of a decision support system

External secondary data

Standardized marketing information services

Collecting Primary Data by Communication

Types of primary data

Collecting data by communication versus observation

Structured versus unstructured communication

Issues in the use of disguise

Methods of administering questionnaires

Collecting Primary Data by Observation

Observation research

Structured versus unstructured observation

Using disguise with observation research

Choosing a natural or contrived setting for observation

Human versus mechanical observation

Asking Good Questions

Scales of measurement

Measuring attitudes and other unobservable variables

Self-report attitude scales

Other issues in designing scales

Establishing the validity and reliability of measures

Designing the Questionnaire or Observation Form

Steps in questionnaire design

Designing observation forms

Planning the Sample and Sample Size

Developing the sampling plan

Nonprobability samples

Probability samples

How big a sample do you need?

Data Collection: Enhancing Response Rates while Limiting Errors and Biases

Importance of nonsampling errors

Types of nonsampling errors

Calculating response rates

Improving response rates

Data Preparation for Analysis

Editing

Coding

Cleaning the data

Handling missing data

Analysis & Interpretation: Individual Variables Independently

Basic univariate statistics: Categorical measures

Basic univariate statistics: Continuous measures

Hypothesis testing

Testing hypotheses about individual variables

Analysis & Interpretation: Multiple Variables Simultaneously

Analyses with categorical measures

Analyses with categorical and continuous measures

Analyses with continuous measures

The Research Answer: Project Findings and Strategic Recommendations

The written research report: Writing standards

The written research report

The oral presentation

Using graphics to communicate results

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