Essentials of Marketing Research, 2nd Edition

Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors’ years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.

Table of Contents

Part 1 The Role and Value of Marketing Research Information
Chapter 1 Marketing Research for Managerial Decision Making
Chapter 2 The Marketing Research Process and Proposals

Part 2 Designing the Marketing Research Project
Chapter 3 Secondary Data, Literature Reviews, and Hypotheses
Chapter 4 Exploratory and Observational Research Designs and Data Collection Approaches
Chapter 5 Descriptive and Causal Research Designs

Part 3 Gathering and Collecting Accurate Data
Chapter 6 Sampling: Theory and Methods
Chapter 7 Measurement and Scaling
Chapter 8 Designing the Questionnaire

Part 4 Data Preparation, Analysis, and Reporting the Results
Chapter 9 Qualitative Data Analysis
Chapter 10 Preparing Data for Quantitative Analysis
Chapter 11 Basic Data Analysis for Quantitative Research
Chapter 12 Examining Relationships in Quantitative Research
Chapter 13 Communicating Marketing Research Findings