Marketing Research w/ Student DVD / Edition 1

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Overview

Marketing Research is written to introduce readers to the interesting and challenging world of research-supported marketing decisions. Donald Cooper and Pamela Schindler use their research and teaching experience, as well as their contacts in the research industry, to create a text full of practical examples and researcher insights.

Unlike other first editions, the author team of Cooper and Schindler have been writing successful textbooks in research methods for more than a decade. In Marketing Research they tap into their experience to create a fresh visual approach full of practical examples and researcher insights.

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Product Details

  • ISBN-13: 9780073054308
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 2/15/2005
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 832
  • Product dimensions: 8.70 (w) x 10.90 (h) x 1.30 (d)

Meet the Author

Donald R. Cooper teaches research methods, statistics, and organizational behavior in the masters and doctoral programs of public administration and business. Cooper's Ph.D. is from Kent State University. In addition to grants, articles, books, and monographs, he has received several teaching awards, most recently from the College of Architecture, Urban & Public Affairs.

Dr. Cooper serves as the managing director of the Cooper Research Group, a consultancy specializing in customer satisfaction, loyalty, defection, and market segmentation research for the electronics and computer industries. Currently, he provides senior management of domestic and global firms with brand, segmentation, and service analysis.

Prior to his academic career, Cooper was responsible for executive recruitment at a Fortune 500 and was an U.S. Air Force Captain during four years of active duty.

Pamela S. Schindler, Professor of Management at Wittenberg University, is an educator and businesswoman. A winner of the prestigious Leavey Foundation Award in Free Enterprise Education, Schindler specializes in teaching marketing management, creative advertising, and supervising students on applied management projects. Serving as Director of Wittenberg's Center for Applied Management, she coordinates the Small Business Institute (SBI) program, winner of the 1996 National Showcase Award for innovation and excellence, as well as the Project Management Assistance program, in which she has guided more than 300 students doing experiential research and strategic projects for businesses, not-for-profits, and government agencies. A management and marketing consultant, Schindler also holds operating responsibilities in her family's property management business.

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Table of Contents

Part 1 Introduction to Marketing Research

Chapter 1 The Role of Research in Marketing

Chapter 2 The Marketing Research Industry

Chapter 3 Thinking Like a Researcher

Chapter 4 The Marketing Research Process

Chapter 5 Clarifying the Research Question Through Secondary Data and Exploration

Appendix 5A: Bibliographic Database Searches

Appendix 5B: Advanced Searches

Chapter 6 The Marketing Research Request and Proposal Process

Chapter 7 Ethics in Marketing Research
Part 2 The Design of Marketing Research

Chapter 8 Research Design: An Overview

Chapter 9 Qualitative Research

Chapter 10 Observation Studies

Chapter 11 Surveys and Interviews

Chapter 12 Experiments and Test Markets

Appendix 12A: Complex Experimental Designs
Part 3 The Sources and Collection of Data

Chapter 13 Measurement

Chapter 14 Measurement Scales

Chapter 15 Questionnaires and Instruments

Appendix 15A: Crafting Effective Measurement Questions

Appendix 15b: Pretesting Options and Discoveries

Chapter 16 Basic Sampling Concepts

Chapter 17 Determining Sample Size
Part 4 Discovering Insights: Analysis and Presentation of Data

Chapter 18 Data Preparation and Description

Chapter 19 Exploring, Displaying, and Examining Data

Chapter 20 Hypothesis Testing

Chapter 21 Measures of Association

Chapter 22 Multivariate Analysis: An Overview

Chapter 23 Presenting Insights and Findings: Written and Oral

Appendixes

A Focus Group Discussion Guide

B Direct Marketing Association Information Security Guidelines

C Nonparametric Significance Tests

D Selected Statistical Tables

References & Readings

Glossary

Credits and Acknowledgements

Indexes

Name/Company/Product Index

Subject Index
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