Exploring Marketing Research (with WebSurveyor Certificate and InfoTrac)

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  • Edition: 8th
  • Format: Hardcover
  • Copyright: 2002-03-21
  • Publisher: South-Western College Pub
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Marketing research on the Internet has moved from the introductory stage of its product life to the growth stage in the 21st century. Technological developments and social diffusion of the Internet have and will continue to shape the future of marketing research dramatically. Exploring Marketing Research, 8e reflects the astonishing changes in information technology that have taken place since the previous edition. While this edition continues to focus on the time honored, traditional marketing research methods, the addition of extensive coverage of Internet research is a major change in this edition. Internet issues are carefully placed throughout the text to combine basic marketing research concepts with the emerging Internet power to conduct effective marketing research.

Table of Contents

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
Experimental Research: An Overview
Test Markets and Experimental Design
Measurement Concepts
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
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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