9780073054308

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.

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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Marketing Research w/ Student DVD

Marketing Research w/ Student DVD

0073054305

Summary

Table of Contents

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

Supplemental Materials

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