Essentials of Marketing Research
ISBN: 9788131502815
Higher Education
Author(s): Tom J. Brown | Tracy A. Suter | Gilbert A. Churchill
ISBN: 9781337362276
9th Edition
Copyright: 2018
Binding: eBook
BASIC MARKETING RESEARCH, 9E balances a reader-friendly, accessible approach with an ideal level of coverage. The authors introduce two dominant approaches to gathering marketing information: marketing analytics on data that exist within the firm and customer insights gathered for a specific purpose.
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Part 1 Introduction to Marketing Research and Problem Definition
Chapter 1 The Role of Marketing Research
Chapter 2 The Research Process and Ethical Concerns
Chapter 3 Problem Formulation
Chapter 4 Exploratory Research
Part 2 Working with Existing Information to Solve Problems
Chapter 5 Decision Support Systems: Introduction
Chapter 6 Decision Support Systems: Working With “Big Data”
Chapter 7 Using External Secondary Data
Part 3 Collecting Primary Data to Solve Problems
Chapter 8 Conducting Causal Research
Chapter 9 Collecting Descriptive Primary Data
Chapter 10 Collecting Data by Observation
Chapter 11 Collecting Data by Communication
Chapter 12 Asking Good Questions
Chapter 13 Designing the Data Collection Form for Communication Data
Chapter 14 Developing the Sampling Plan
Chapter 15 Data Collection: Types of Error and Response Rate Calculation
Part 4 Analyzing Data
Chapter 16 Data Preparation for Analysis
Chapter 17 Analysis and Interpretation: Individual Variables Independently
Chapter 18 Analysis and Interpretation: Multiple Variables Simultaneously
Part 5 Reporting the Results
Chapter 19 The Oral Research Presentation
Chapter 20 The Written Research Report
Tom J. Brown, Oklahoma State University
Tracy A. Suter, Oklahoma State University
Gilbert A. Churchill, University of Wisconsin
