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The Essentials of Marketing Research
Fourth Edition
- Lawrence Silver - Southeastern Oklahoma State University, USA
- Roberts Stevens - Southeastern Oklahoma State University, USA
- Bruce Wrenn - Andrews University, USA
- David Loudon - Samford University, USA
Other Titles in:
Marketing (General)
Marketing (General)
January 2021 | SAGE Publications, Inc
Identifying and assessing information is a key to a successful marketing strategy. The Essentials of Marketing Research, 4th Edition has been totally revamped and guides the student in designing, conducting and interpreting marketing research. This comprehensive
textbook covers the full range of topics including secondary research and data mining, marketing research ethics, internet marketing research, qualitative and exploratory research, data collection tool design and deployment, qualitative data analysis, statistical analysis, and research report preparation.
Part 1: The Marketing Research Process and Decision Making
Ch 1: Introduction to Marketing Research
Ch 2: Ethics in Marketing Research
Part 2: Secondary Data and Research Designs
Ch 3: Secondary Data
Ch 4: Research Designs: Exporatory and Qualitative Research
Ch 5: Research Designs: Descriptive and Causal Research
Part 3: Measurement, Data Collection, and Sampling
Ch 6: Measurement
Ch 7: Primary Data Collection
Ch 8: Designing the Data-Gathering Instrument
Ch 9: Sampling Methods and Sampling Size
Ch 10: Fielding the Data-Gathering Instrument
Ch 11: Analyzing anbd Interpreting Data for Decisions
Ch 12: Analyzing Qualitative and Big Data
Ch 13: Advanced Data Analysis
Ch 14: The Research Report