Pearson eText for Marketing Research -- Access Card

by Burns, Alvin C.; Veeck, Ann

• ISBN13: 9780135636534
• ISBN10: 0135636531
• Edition: 9th
• Format: Access Card
• Copyright: 2019-04-18
• Publisher: PEARSO

Summary

A conceptual approach and introduction to the field of marketing research.
Marketing Research teaches the fundamental statistical techniques needed to analyze market data. It offers insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research and the impact of big data.

For courses in global marketing.

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Author Biography

Alvin C. Burns, Professor and Head, Emeritus, Professor of Marketing (retired), is the former Ourso Distinguished Chair of Marketing/Chairperson of Marketing in the E. J. Ourso College of Business Administration at Louisiana State University. He received his doctorate in marketing from Indiana University and an MBA from the University of Tennessee. Al has taught undergraduate and master’s courses as well as doctoral seminars in marketing research for over 40 years. During this time, he has supervised a great many marketing research projects conducted for business-to-consumer, business-to-business, and not-for-profit organizations. His articles have appeared in the Journal of Marketing Research, Journal of Business Research, Journal of Advertising Research, and others. He is a Fellow in the Association for Business Simulation and Experiential Learning. He resides in Baton Rouge, Louisiana, with his wife, Jeanne.

Ann Veeck is Professor of Marketing at Western Michigan University. She received her PhD in business, with a major in marketing and a minor in statistics, from Louisiana State University and her Master of Marketing Research degree from the University of Georgia. She has taught marketing research and marketing analytics courses to thousands of undergraduate and MBA students for 20 years -- using this marketing research text, of course. The focus of her research is family and food consumption patterns in developing nations, with an emphasis on China. She has also published extensively on best learning practices in marketing. She has received the top Haworth College of Business awards in both teaching and research, as well as a national award for innovative teaching from the Marketing Management Association. Ann lives in Kalamazoo, Michigan, with her husband, Gregory Veeck.

 

 

Table of Contents

1.     Introduction to Marketing Research

2.     The Marketing Research Industry

3.     The Marketing Research Process and Defining the Problem and Research Objectives

4.     Research Design

5.     Secondary Data and Packaged Information

6.     Qualitative Research Techniques

7.     Evaluating Survey Data Collection Methods

8.     Understanding Measurement, Developing Questions, and Designing the Questionnaire

9.     Selecting the Sample

10.  Determining the Size of a Sample

11.  Dealing with Field Work and Data Quality Issues

12.  Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

13.  Implementing Basic Differences Tests

14.  Making Use of Associations Tests

15.  Understanding Regression Analysis Basics

16.  Communicating Insights