MARKETING RESEARCH 7/E (PIE)

■ 本書優點特色
For undergraduate marketing research courses.

The uts and bolts?of marketing research.

Marketing Research gives students a uts 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 can understand, this text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.

Online Link to Careers in Marketing Research: Some students will be interested in marketing research as a career. Beginning with the 6th edition and continued to the 7th, this text provides an online areer?link, giving the authors the opportunity to post new happenings in the industry when they occur. Students will find descriptions of positions, salary information, educational requirements, and links to actual position openings.

Active Learning Challenges: These short exercises, embedded at strategic points in each chapter,task students to use the concept(s) they have just learned to experiment with or apply to some illustrative situation. The authors believe these exercises serve to solidify learning on the relevant concepts.

Synthesize Your Learning: This feature helps students synthesize the knowledge they have gained across several chapters. The exercises require students to go back to previous chapters and integrate material into answers for the exercise. The following ynthesize Your Learning?exercises are to found at the end of the following chapters:
Chapter 5; Drill Bits, Inc.
Chapter 6; Jackie & Adele Coffee Shop
Chapter 8; Moe Tortilla Wraps
Chapter 10; Niagara Falls Tourism Association
Chapter 13; Pets, Pets, Pets
Chapter 15; Alpha Airlines

Guidelines on Reporting Statistical Analyses to Clients. Based on their own observations in the classroom, the authors have added guidelines to help students write reports after conducting a statistical analysis using SPSS.

The iReportWriting Assistant: To help prepare students for writing in the professional world Burns/Bush asked a business communications expert, Dr. Heather Donofrio, to develop an online resource that helps students as they develop their writing skills. In the new iReportWriting Assistant, available on www.pearsonhighered.com/burnsbush, students are either linked to sites that specialize in a particular issue relevant to report writing or given information on the following topics:
● What to do prior to writing?
● Templates to help students get started writing
● Help with grammar
● Help with citations
● Example reports

Advanced Data Analysis Modules. Even undergraduate students taking their first course in marketing research may need some knowledge of statistical analyses other than those we have provided in the text.

There are times when students need additional knowledge of analyses other than the basics provided in this text. To provide instructors with this flexibility, Burns/Bush offer additional data analysis techniques online in two categories: nonparametric tests and multivariate techniques. The topics covered are:

Full Integration of SPSS 17.0: SPSS is the most popular statistical software in the marketing research industry. By integrating SPSS 17.0 into the text, students are eased into understanding the software while professors spend more time teaching what the analysis technique is, when to use it, and how to interpret itather than explaining how to use the software.

■ 內容簡介
For undergraduate marketing research courses.

The “nuts and bolts” of marketing research.

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 can understand, this text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.

■ 目錄
Ch1: Introduction to Marketing Research
Ch2: The Marketing Research Industry
Ch3: The Marketing Research Process & Defining the Problem and Research Objectives
Ch4: Research Design
Ch5: Secondary Data & Packaged information
Ch6: Utilizing Exploratory and Qualitative Research Techniques
Ch7: Evaluating Survey Data Collection Methods
Ch8: Understanding Measurement, Developing Questions, and Designing the Questionnaire
Ch9: Selecting the Sample
Ch10: Determining the Size of a Sample
Ch11: Dealing with Fieldwork and Data Quality
Ch12: Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
Ch13: Implementing Basic Differences Tests
Ch14: Making Use of Associations Tests
Ch15: Understanding Regression Analysis Basics
Ch16: Writing the Research Report