Marketing Research: Text and Cases / Edition 2

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Overview

Teach your students the most effective research strategies—including Internet surveys!

Over the last few years changes in the marketing research process have been dramatic and far-reaching with the emergence of the Internet and other technologies. Marketing Research: Text and Cases, Second Edition, the completely updated edition of the classic Haworth textbook not only takes students step-by-step through cutting-edge design, conducting, and interpreting of market research, but is now updated to include Internet surveying. The topic of marketing research is comprehensively examined, including strategic and tactical decisions, choosing the proper research design, and successfully presenting results. The book provides clear explanations of complex issues and includes helpful charts, graphs, figures, sample questionnaires, and case studies which make important points easier to grasp. The practice cases (including an SPSS 11.0 data disk) offer engaging real-world problems that test the student’s research and analysis skills.

Marketing Research: Text and Cases, Second Edition includes the updated and improved instructor’s manual, test bank, and PowerPoint slides. A brand-new section details procedures on how to successfully perform and effectively use Internet surveys, and includes a list of online survey providers, bulk email providers, and sample emails to use with online surveys. Stressing a practical, "hands on" project approach to learning, this guide not only prepares students for real-world experiences, but allows practitioners who are preparing market analysis reports needing background material to guide them through the process.

Marketing Research: Text and Cases, Second Edition offers all the course-planning extras you need, including:

  • thorough instructor’s manual
  • sample syllabus
  • research project tips, assignments, and forms
  • test bank with true-false and multiple choice questions
  • also available: 20-30 PowerPoint slides per chapter
Marketing Research: Text and Cases, Second Edition gives instructors the tools they need for thorough course planning and is an ideal textbook for introductory marketing research courses and for practitioners looking for a guidebook.
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Product Details

  • ISBN-13: 9780789027450
  • Publisher: Taylor & Francis
  • Publication date: 8/28/2006
  • Edition description: 2ND BK&CDR
  • Edition number: 2
  • Pages: 482
  • Product dimensions: 6.00 (w) x 8.60 (h) x 1.50 (d)

Meet the Author

Dr. Robert E. Stevens is John Massey Professor of Business in the John Massey School of Business, Southeaster Oklahoma State University, Durant, Oklahoma. He has over 200 publications including 28 books, 128 articles, 25 cases, 25 case teaching notes, and 14 other publications. Recent books include; Marketing Research: Text and Cases, 2nd , edition, Marketing Management: Text and Cases, Marketing Planning Guide, 3rd edition, and Marketing Planning Guide, 2nd, edition.

Dr. Stevens taught at four other universities prior to joining the faculty at SOSU in 2006. Dr. Stevens has served as a consultant to local, regional, and national firms and has been an owner of 4 small businesses.

Dr. Stevens serves on the editorial board of 4 journals and is co-editor of Services Marketing Quarterly, Health Marketing Quarterly and Best Business Books.

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Table of Contents

Acknowledgments. 1. Introduction to Marketing Research. 2. Research Designs for Management Decision Making. 3. Secondary Data. 4. Primary Data Collection. 5. Measurement. 6. Designing the Data-Gathering Instrument. 7. Sampling Methods and Sample Size. 8. Fielding the Data-Gathering Instrument. 9. Analyzing and Interpreting Data for Decisions. 10. Advanced Data Analysis. 11. The Research Report. CASES. Case 1. Lone Pine Kennel Club. Case 2. Select Hotels of North America. Case 3. River Pines School: A. Case 4. River Pines School: B. Case 5. Gary Branch, CPA. Case 6. Juan Carlos’ Mexican Restaurant. Case 7. Usedcars.com. Case 8. Welcome Home Church. Case 9. The Learning Source. Case 10. Madison County Country Club. Case 11. Plasco, Inc. Case 12. St. John’s School. Case 13. The Webmasters. Case 14. House of Topiary. Case 15. Professiona

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