The Marketing Research Guide / Edition 2

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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.
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Editorial Reviews

Booknews
Intended for use as a college-level textbook for courses in marketing research, as well as for managers using market research, this volume provides guidance through the marketing research process from design to execution. Includes worksheets at the end of each chapter, appendices providing an example of a final report, and ample proposals and questionnaires, as well as a description of the major forecasting, sampling, and analysis techniques without the use of mathematical formulas, for marketers and students ambivalent toward mathematics. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780789024169
  • Publisher: Taylor & Francis
  • Publication date: 11/28/2005
  • Edition description: 2ND
  • Edition number: 2
  • Pages: 446
  • Product dimensions: 6.40 (w) x 8.40 (h) x 1.30 (d)

Table of Contents

Ch. 1 Introduction to marketing research 1
Ch. 2 Research designs for management decisions 25
Ch. 3 Experimentation 49
Ch. 4 Measurement 73
Ch. 5 Introduction to data collection 89
Ch. 6 Designing the data-gathering instrument 133
Ch. 7 Fielding the data-gathering instrument 155
Ch. 8 Sampling methods and sample size 181
Ch. 9 Analyzing and interpreting data for decisions 197
Ch. 10 Advanced data analysis 225
Ch. 11 The research report 249
Ch. 12 Industrial and international market research 263
Ch. 13 Mail surveys 287
Ch. 14 Concept/product testing 299
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