Marketing Research Within a Changing Information Environment

by Hair, Jr., Joseph; Bush, Robert; Ortinau, David

• ISBN13: 9780072830873
• ISBN10: 0072830875
• Edition: 3rd
• Format: Hardcover
• Copyright: 2005-01-14
• Publisher: McGraw-Hill/Irwin

Summary

Marketing Research, 3/e takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow's marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted as this book helps students see what real companies are doing for their marketing research. This book provides students a realistic and current view of the practice and importance of marketing research in the business world.

Table of Contents

Part 1: The Role and Value of Marketing Research Information

1 Marketing Research for Managerial Decision Making

2 The Marketing Research Process

3 Information Management for Marketing Decisions: Secondary Data Sources

Part 2: Technology in the Research Process

4 Customer Relationship Management and the Marketing Research Process

5 Marketing Decision Support Systems

Part 3: Designing the Marketing Research Project

6 Exploratory Designs: In-Depth Interviews and Focus Groups

7 Descriptive Research Designs: Survey Methods and Errors

8 Observation Techniques, Experiments, and Test Markets

Part 4: Gathering and Collecting Accurate Data

9 Sampling: Theory and Design

10 Sampling: Methods and Planning

11 Overview of Measurement: Construct Development and Scale Measurement

12 Attitude Scale Measurements Used in Marketing Research

13 Questionnaire Design and Issues

Part 5: Data Preparation, Analysis, and Reporting the Results

14 Coding, Editing, and Preparing Data for Analysis

15 Data Analysis: Testing for Significant Differences

16 Data Analysis: Testing for Association

17 Data Analysis: Multivariate Techniques for the Research Process

18 Preparing the Marketing Research Report and Presentation