Purpose and Intended Audience
Of the many positive comments we recieves about the frist edition, we were constantry reminded that our product met its intended purpose and audience. Our purpose, once again, is forMarketing Research to serve as an introduction to the field of marketing research. It is designed for professors wholse major objectives are to educate students on the purposes, procedures, and applications of marketing research as well as to introduce them to the various types of firmd in the marketing research industry. The book place much emphasis on learning fundamental marketing reseach concepts. It is written at a basic level and is not intended fpr professors who wish to emphasize advanced data analysis.
Chapter 1 The Nature of Marketing Research
Chapter 2 The Industry: Structure, Evaluation, and Ethics
Chapter 3 The Marketing Research Process
Chapter 4 Defining the Problem and Determining Research Objectives
Chapter 5 Research Design
Chapter 6 Secondary Data Sources
Chapter 7 Syndicated Services
Chapter 8 Observation, Focus Groups, and Other Qualitative Methods
Chapter 9 Survey Data Collection Methods
Chapter 10 Measurement in Marketing Research
etc.