Basic marketing research : customer insights and managerial action / Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill, Jr.  (Text) (Text)

Brown, Tom J
Suter, Tracy A | Churchill, Gilbert A
Call no.: HF5415.2 .B76 2018Publication: Boston, MA : Cengage, c2018Edition: 9th edDescription: xviii, 348 p. : col. illISBN: 9781337100298 (pbk); 1337100293 (pbk)Subject(s): ManagementMarketing research -- Handbooks, manuals, etcMarketingResearch -- Data processingResearch -- Evaluation -- Statistical methodsLOC classification: HF5415.2 | .B76 2018
Contents:1. The role of marketing research – 2. The research process and ethical concerns – 3. Problem formulation – 4. Exploratory research – 5. Decision support systems: introduction – 6. Decision support systems: working with "big data" – 7. Using external secondary data – 8. Conducting causal research – 9. Collecting descriptive primary data – 10. Collecting data by observation – 11. Collecting data by communication -- 12. Asking good questions -- 13. Designing the data collection form for communication data – 14. Developing the sampling plan – 15. Data collection: types of error and response rate calculation – 16. Data preparation for analysis -- 17. Analysis and interpretation: individual variables independently – 18. Analysis and interpretation: multiple variables simultaneously -- 19. The oral research presentation – 20. The written research report.
Summary: BASIC MARKETING RESEARCH is written from a student's perspective by authors who have devoted countless hours working with undergraduate students, like you, on live research projects. For a marketing text to be effective, you must be able to understand it. You can trust the authors to deliver a rigorous, yet understandable, treatment of marketing research in this 9th Edition. You examine the two dominant approaches to gathering marketing information, learn how to merge these approaches and work with data from multiple sources. You review the information-gathering function from the perspectives of researchers who gather information and marketing managers who use it. This presentation is packed with the features that make it a best-seller, from study tools to updated content to an easy-to-read writing style.
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Includes bibliographic references and index.

1. The role of marketing research – 2. The research process and ethical concerns – 3. Problem formulation – 4. Exploratory research – 5. Decision support systems: introduction – 6. Decision support systems: working with "big data" – 7. Using external secondary data – 8. Conducting causal research – 9. Collecting descriptive primary data – 10. Collecting data by observation – 11. Collecting data by communication -- 12. Asking good questions -- 13. Designing the data collection form for communication data – 14. Developing the sampling plan – 15. Data collection: types of error and response rate calculation – 16. Data preparation for analysis -- 17. Analysis and interpretation: individual variables independently – 18. Analysis and interpretation: multiple variables simultaneously -- 19. The oral research presentation – 20. The written research report.

BASIC MARKETING RESEARCH is written from a student's perspective by authors who have devoted countless hours working with undergraduate students, like you, on live research projects. For a marketing text to be effective, you must be able to understand it. You can trust the authors to deliver a rigorous, yet understandable, treatment of marketing research in this 9th Edition. You examine the two dominant approaches to gathering marketing information, learn how to merge these approaches and work with data from multiple sources. You review the information-gathering function from the perspectives of researchers who gather information and marketing managers who use it. This presentation is packed with the features that make it a best-seller, from study tools to updated content to an easy-to-read writing style.

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