Marketing Research Sixth Edition

Marketing Research gives students a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. Written at a level first-time marketing research students understand, this text provides the basic fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts. The sixth edition now includes new case ideas contributed from innovative professors (5 of them with international authorship), updated insight from industry professionals, and current information on how marketing research is being practiced today.

Ch 1: Introducing Marketing Research
Ch 2: Explaining the Marketing Research Process
Ch 3: Describing Characteristics of the Marketing Research Industry
Ch 4: Defining the Problem and Determining Research Objectives
Ch 5: Understanding Research Design
Ch 6: Using Secondary Data and Online Information Databases
Ch 7: Comprehending Standardized Information Sources
Ch 8: Utilizing Exploratory and Qualitative Research Techniques
Ch 9: Evaluating Survey Data Collection Methods
Ch 10: Understanding Measurement in Marketing Research
Ch 11: Developing Questions and Designing the Questionnaire
Ch 12: Determining How to Select the Sample
Ch 13: Determining the Size of a Sample
Ch 14: Dealing with Field work and Data Quality Issues
Ch 15: Using Basic Descriptive Analysis
Ch 16: Performing Population Estimates and Hypothesis Tests
Ch 17: Implementing Basic Differences Tests
Ch 18: Making Use of Associations Tests
Ch 19: Understanding Regression Analysis Basics
Ch 20: Preparing the Research Report and Presentation