MR (with Marketing CourseMate with eBook Printed Access Card) / Edition 1

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Created through a "student-tested, faculty-approved" review process, MR is an engaging and accessible solution to accommodate the diverse learning styles of today's students at a value-based price. MR provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course.

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Product Details

  • ISBN-13: 9781111532406
  • Publisher: Cengage Learning
  • Publication date: 8/23/2011
  • Edition description: Student
  • Edition number: 1
  • Pages: 208
  • Sales rank: 1,276,351
  • Product dimensions: 8.50 (w) x 10.70 (h) x 0.40 (d)

Meet the Author

Tom J. Brown received his Ph.D. from the University of Wisconsin-Madison in 1994. Prior to joining the marketing faculty at Oklahoma State University, he served on the faculty at Southern Methodist University. Professor Brown teaches marketing research and has supervised dozens of student research projects for industry clients ranging from not-for-profit service organizations to Fortune 500 companies. Professor Brown is a past recipient of the Sheth Foundation Best Paper Award in the Journal of the Academy of Marketing Science. In addition, he received a Richard D. Irwin Foundation Doctoral Dissertation Fellowship while at the University of Wisconsin, the Kenneth D. and Leitner Greiner Teaching Award, and the Regents Distinguished Research Award, both at Oklahoma State University. Professor Brown's articles have appeared in such publications as the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF CONSUMER RESEARCH, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, JOURNAL OF RETAILING, CORNELL HOTEL and RESTAURANT ADMINISTRATION QUARTERLY, and JOURNAL OF SERVICE RESEARCH, among others. His research interests include services marketing and corporate branding and reputation. He has served on the editorial review boards of the Journal of the Academy of Marketing Science and Corporate Reputation Review and is cofounder of the Corporate Associations/Identity Research Group. He is currently a member of the Academic Council of the American Marketing Association.

Tracy A. Suter received his Ph.D. from the University of Arkansas. Prior to joining the marketing faculty at Oklahoma State University, he served as a full-time faculty member at the University of Southern Mississippi. Professor Suter teaches a wide range of courses with emphasis on marketing research. Each semester undergraduate marketing research students complete real-world research projects for area for-profit and not-for-profit firms under his guidance. Professor Suter's research interests include public policy, the use of new technologies in marketing, and consumer-to-consumer communities. He has published in journals such as the Journal of Business Research, Journal of Public Policy & Marketing, and Journal of Retailing among many others. He also serves on two editorial review boards of academic journals and is a frequent reviewer for other journals and conferences. Professor Suter has received numerous awards for both research and teaching activities including the University of Arkansas Award for Excellence in Teaching, the Sherwin-Williams Distinguished Teaching Competition Award given by the Society for Marketing Advances, and the Greiner Outstanding Teaching, Regents Distinguished Teaching, and President's Outstanding Faculty Awards all at Oklahoma State University. Tracy is frequently asked to speak to doctoral students and other academic groups about teaching excellence.

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Table of Contents

1. Marketing Research: From Data to Information to Recommended Strategies. The problem: Marketers need information. Who does marketing research? Why study marketing research? The research process. 2. The Research Question: Formulation of the Problem/Opportunity. Problems versus opportunities. The problem formulation process. Preparing an effective research request agreement. The research proposal. Research to avoid. Choosing a research supplier. 3. Exploratory, Descriptive and Causal Research Designs. Types of research design. Exploratory research designs. Descriptive research designs. Causal research designs. Market testing. 4. Collecting Secondary Data from Inside and Outside the Firm. Secondary data versus primary data. Advantages and disadvantages of secondary data. Internal secondary data. Components of a decision support system. External secondary data. Standardized marketing information services. 5. Collecting Primary Data by Communication. Types of primary data. Collecting data by communication versus observation. Structured versus unstructured communication. Issues in the use of disguise. Methods of administering questionnaires. 6. Collecting Primary Data by Observation Observation research. Structured versus unstructured observation. Using disguise with observation research. Choosing a natural or contrived setting for observation. Human versus mechanical observation. 7. Asking Good Questions. Scales of measurement. Measuring attitudes and other unobservable variables. Self-report attitude scales. Other issues in designing scales. Establishing the validity and reliability of measures. 8. Designing the Questionnaire or Observation Form. Steps in questionnaire design. Designing observation forms. 9. Planning the Sample and Sample Size. Developing the sampling plan. Nonprobability samples. Probability samples. How big a sample do you need? 10. Data Collection: Enhancing Response Rates while Limiting Errors and Biases Importance of nonsampling errors. Types of nonsampling errors. Calculating response rates. Improving response rates. 11. Data Preparation for Analysis. Editing. Coding. Cleaning the data. Handling missing data. 12. Analysis & Interpretation: Individual Variables Independently. Basic univariate statistics: Categorical measures. Basic univariate statistics: Continuous measures. Hypothesis testing. Testing hypotheses about individual variables. 13. Analysis & Interpretation: Multiple Variables Simultaneously. Analyses with categorical measures. Analyses with categorical and continuous measures. Analyses with continuous measures. 14. The Research Answer: Project Findings and Strategic Recommendations. The written research report: Writing standards. The written research report. The oral presentation. Using graphics to communicate results.

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