This work utilizes Excel add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise introduction to fundamentals of market research, offering resources students can use in their future careers.
Table of Contents
(NOTE: Each chapter concludes with the following sections: Summary, Key Terms, Review Questions, Application Questions, Cases, and a Chapter Appendix.) 1. Introducing Marketing Research. 2. Understanding the Marketing Research Industry. 3. Steps in the Marketing Research Process Including Defining the Problem and Research Objectives. 4. Research Design. 5. Accessing Secondary Data and Online Information Databases. 6. Standardized Information Sources. STANDARDIZED INFORMATION SOURCES 7. Deciding on Your Survey Data Collection Method. 8. Using Measurement Scales in Your Survey. 9. Designing Your Questionnaire. 10. Determining Sample Size and the Sampling Method. 11. Collecting Data and Summarizing What You Found in Your Sample. 12. Generalizing Your Sample Findings to the Population. 13. Comparing to Find Differences in Your Data. 14. Determining Relationships Among Your Variables. 15. Preparing and Presenting the Research Results.