Marketing Research / Edition 1

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Overview

Teach students the power of marketing with effective research strategies!

This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing Research: Text and Cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results.

Marketing Research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student’s research and analysis skills.

Marketing Research 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 is an ideal textbook for introductory marketing research courses, and its thorough course planning gives instructors the tools they need.
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What People Are Saying

Phylis M. Mansfield
A BASIC, CLEAR, AND THOROUGH GUIDE to the process and science of conducting research. Especially helpful to those who do not have a mathematical background or those who have been away from a statistics course for a few years. PRESENTS THE CONCEPTS OF RESEARCH WITHOUT CLOUDING THE ISSUE. . . . Allows the reader to truly understand the concept and then make an application with the case studies provided at the end of the book. The chapter on primary research is especially helpful to the novice researcher. . . . A VERY USEFUL TEXT FOR AN UNDERGRADUATE COURSE in research or A HELPFUL ADDITION TO AN MBA COURSE in marketing management.(Phylis M. Mansfield, PhD, Assistant Professor of Marketing, Penn State University, Erie)
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Product Details

  • ISBN-13: 9780789015907
  • Publisher: Taylor & Francis, Inc.
  • Publication date: 1/28/2001
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 412
  • Product dimensions: 6.00 (w) x 8.30 (h) x 1.10 (d)

Table of Contents

Acknowledgments
Ch. 1 Introduction to Marketing Research 1
Ch. 2 Research Designs for Management Decision Making 27
Ch. 3 Secondary Data 63
Ch. 4 Primary Data Collection 79
Ch. 5 Measurement 109
Ch. 6 Designing the Data-Gathering Instrument 139
Ch. 7 Sampling Methods and Sample Size 157
Ch. 8 Fielding the Data-Gathering Instrument 179
Ch. 9 Introduction to Data Analysis 201
Ch. 10 Advanced Data Analysis 223
Ch. 11 The Research Report 243
Cases 279
Contributors 280
Notes 379
Index 385
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