Basic Marketing Research or Basic Marketing Research

Basic Marketing Research

Author: Gilbert A Churchill

This best-selling introductory marketing research text has undergone further transition in the sixth edition to make it even more accessible to students while still retaining its level of coverage. BASIC MARKETING RESEARCH provides a framework for the choices and decisions that must be made by managers?an important aspect of marketing research?because decisions made in one stage of the process have consequences for other stages. Managers and marketing researchers need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. This edition provides readers with an overview of the information gathering function from the perspective of the researchers who gather the information and the marketing managers who use it.

Table of Contents:

Part I. Introduction to Marketing Research and Problem Definition
1.Role of Marketing Research
2.Gathering Marketing Intelligence
3.Process of Marketing Research
4.Problem Formulation. Part II. Research Design
5.Types of Research Design and Exploratory Research
6.Descriptive and Causal Research Designs. Part III. Data-Collection Methods
7.Secondary Data
8.Standardized Marketing Information Services
9.Collecting Primary Data
10.Collecting Information by Questionnaire
11.Collecting Information by Observation. Part IV. Data Collection Forms
12.Designing the Questionnaire or Observation Form
13.Measurement Basics
14.Measuring Attitudes, Perceptions, and Preferences. Part V. Sampling and Data Collection
15.Types of Samples and Simple Random Sampling
16.Stratified and Cluster Sampling
17.Sample Size
18.Collecting the Data: Field Procedures and Nonsampling Errors. Part VI. Data Analysis
19.Data Analysis: Preliminary Steps
20.Data Analysis: Examining Differences
21.Data Analysis: Investigating Associations. Part VII. Research Reports
22.The Written Research Report
23.The Oral Research Report.

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Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition

Author: Naresh K Malhotra

Written from the perspective of users of marketing research, this easy to read and understand book presents concepts and principles at a basic level. It is practical, applied, and managerial, and focuses on important contemporary issues—in total quality management, international marketing, technology, ethics, and the Internet. A four-part organization outlines a six-step framework for conducting market research. Part I provides an introduction to marketing research and discusses problem definition; Part II covers research and design; Part III presents field work and data preparation; and Part IV looks at data analysis and communicating the research. For all professionals who are either users or providers of marketing research.