The Marketing Research Guide / Edition 2

The Marketing Research Guide / Edition 2

by Robert E Stevens, David L Loudon, Morris E Ruddick, Bruce Wrenn
     
 

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ISBN-10: 0789024179

ISBN-13: 9780789024176

Pub. Date: 10/28/2005

Publisher: Taylor & Francis

Get the tools you need for effective market research—including Internet surveys!

The Marketing Research Guide: Second Edition is the newest edition of the Haworth marketing research classic that now includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Step-by-step instructions take practitioners through

Overview

Get the tools you need for effective market research—including Internet surveys!

The Marketing Research Guide: Second Edition is the newest edition of the Haworth marketing research classic that now includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Step-by-step instructions take practitioners through the entire marketing research process. Worksheets, sample proposals, questionnaires, and a copy of a final report foster complete understanding of the tools and techniques of marketing research.

The Marketing Research Guide: Second Edition contains the accessible writing, comprehensive coverage of major topics, and helpful supplementary materials that made this book the sought-after classic in 1997 that was chosen for Choice Magazine’s 34th annual Outstanding Academic Books (OAB) list. Marketing professionals now have an updated, essential guide through the complete marketing research process for the twenty-first century. Techniques and concepts are clearly explained and illustrative of the role marketing information plays in decision-making. Descriptions of the major forecasting, sampling, and analysis techniques are designed for optimum understanding without the reader needing to posess advanced mathematical expertise. Appendices include sample questionnaires and a sample marketing research report.

The Marketing Research Guide: Second Edition provides practical information on:

  • Internet sources of data and Internet surveys
  • advanced statistical analysis
  • decision-making information, planning, and forecasting
  • test marketing
  • developing valid and reliable measurement instruments
  • data-collecting methods
  • designing a questionnaire
  • determining sampling frame and selecting sampling method
  • data-summary methods and research reports
  • mail survey design and mailing procedures
  • full product testing techniques and procedures

The Marketing Research Guide: Second Edition is an essential reference for anyone who needs to review or find illustrative marketing research procedures and techniques. Managers will find this source invaluable as they negotiate, evaluate, and use marketing research as part of the decision-making process.

Product Details

ISBN-13:
9780789024176
Publisher:
Taylor & Francis
Publication date:
10/28/2005
Edition description:
2ND
Pages:
442
Product dimensions:
6.00(w) x 8.40(h) x 1.20(d)

Table of Contents

Preface

Acknowledgments

Chapter 1. Introduction to Marketing Research

The Marketing Decision Environment

Marketing Research

Marketing Research and Decision Making

Strategic versus Tactical Information Needs

Research for Strategic Decisions

Steps in a Marketing Research Project

Applications of Marketing Research

Marketing Information Systems

Summary

Worksheet

Chapter 2. Research Designs for Management Decisions

The Decision-Making Perspective of Research

The Research Design Decision Process

Types of Research Designs

Summary

Worksheet

Chapter 3. Experimentation

What Is Experimentation?

Terminology

Validity and Experimentation

Field versus Laboratory Experiments

Experimental Design Symbols

Ethics and Experimentation

Experimental Research Designs

Limitations of Causal Research

Ex Post Facto Research

Test Marketing

Summary

Worksheet

Chapter 4. Measurement

What Is to Be Measured?

Who Is to Be Measured?

How to Measure What Needs to Be Measured

Improving the Measurement Process

Developing Valid and Reliable Measurement Instruments

Summary

Worksheet

Chapter 5. Introduction to Data Collection

Sources of Data

Types of Data

Secondary Data Sources

Secondary Data Sources on the World Wide Web

Your Local Library

Uses of Secondary Data

Primary Data

Types of Primary Data

Methods of Collecting Primary Data

Procedures of the Communication Method

Personal Interviewing

Telephone Interviewing

Mail Surveying

Strengths and Weaknesses of Communication Methods

Procedures of the Observation Method

Summary

Worksheets

Chapter 6. Designing the Data-Gathering Instrument

Goals of aQuestionnaire

Classification of Questions

Steps in Designing a Questionnaire

Summary

Worksheet

Chapter 7. Fielding the Data-Gathering Instrument

Planning

Guidelines for Interviewers

Interviewing Relationship

Interviewing Situation

The Actual Interview

General Rules of Fielding a Research Project

Errors in Data Collection

Types of Nonsampling Errors

Summary

Worksheet

Chapter 8. Sampling Methods and Sampling Size

What Is Sampling?

Sampling Decision Model

What Is a "Significant" Statistically Significant Difference?

Summary

Worksheet

Chapter 9. Analyzing and Interpreting Data for Decisions

From Data to Decisions

Data Summary Methods

Cross-Tabulation

Advanced Analytical Techniques

Summary

Worksheet

Chapter 10. Advanced Data Analysis

Marketing Research and Statistical Analysis

Hypothesis Testing

Measures of Association

Summary

Worksheet

Chapter 11. The Research Report

Types of Written Reports

Report Format

Oral Reports

Presenting Statistical Data

Summary

Worksheet

Chapter 12. Industrial and International Marketing Research

Industrial Market Research

Approaching the Industrial Marketing Research Project

International Market Research

Survey Data-Gathering Methodology Decisions

Type of Interviews

The Importance of Relevant Market Information

Chapter 13. Mail Surveys

Advantages and Limitations

Design

Mailing Lists and Sampling

Questionnaire Design

Incentives

The Accompanying Letter

Mailing Procedures

Chapter 14. Concept/Product Testing

Concept Testing

Developmental Testing

Fit of Product/Concept

Testing Techniques

Testing Procedures

Other Considerations

Summary

Appendix A. Sample Research Proposals

Sample 1

Sample 2

Appendix B. Sources of Secondary Data

Consumer Data Sources

Company Data Sources

Market Data Sources

Cost Data Sources

Computerized Databases

General Advice

Appendix C. Sample Questionnaires

Mail Questionnaire

Personal Interviewing Guide

Telephone Questionnaire

Appendix D. Statistical Sampling Concepts

The Statistical Side of Sampling

Appendix E. Sample Final Report

Pilot Study of Financial Institution

Retail Banking Survey

Index

Reference Notes Included

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