Marketing Research was created with the undergraduate student of marketing research explicitly in mind. Accordingly,we have not included techniques that are more appropriate for advanced classes of marketing research.Our many years of teaching experience led us to understand that most undergraduate students do not get excited about the theoretical rationale for statistical formulas. We set out to write a book that demonstrates how to use statistical tools for marketing research.
We leave the explanation of theoretical underpinnings of those tools to our colleagues who teach statistics to our students. Our approach of providing a conceptual understanding and a
hands-on ,practical what-and-how-to-do-it presentation has been successful since our first edition.Our adopters confirm this approach by telling us that their students give the book high marks on course evaluations: they understand the book and find it interesting to read. We believe an understandable book in the hands of a capable instructor enhances the chances of student learning, and that is the goal of all of us who teach marketing research.
Chapter 1 Introduction To Marketing
Chapter 2 The Marketing Research Process
Chapter 3 The Marketing Research Industry
Chapter 4 Defining The problem And Determining Research Objectives
Chapter 5 Research Design
Chapter 6 Using Secondary Data And Online Information Databases
Chapter 7 Standardized Information
Chapter 8 Observation, Focus Groups, And Other Qualitative Methods
Chapter 9 Survey Data-Collection Methods
Chapter 10 Measurement In Marketing Research
,etc.