Marketing Research

The Eighth Edition of Marketing Research continues to provide students with a “nuts and bolts” introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data.

This new edition has been condensed and reorganized for a more streamlined approach. An integrated case study throughout the text helps students relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies.

01. Introduction to Marketing Research
02. The Marketing Research Industry
03. The Marketing Research Process and Defining the Problem and Research Objectives
04. Research Design
05. Secondary Data and Packaged Information
06. Qualitative Research Techniques
07. Evaluating Survey Data Collection Methods
08. Understanding Measurement, Developing Questions, and Designing the Questionnaire
09. Selecting the Sample
10. Determining the Size of a Sample
11. Dealing with Field Work and Data Quality Issues
12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
13. Implementing Basic Differences Tests
14. Making Use of Associations Tests
15. Understanding Regression Analysis Basics
16. The Research Report