Basic Marketing Research, 6th edition provides an introductory look at marketing research for undergraduate students, managerially oriented graduate students, or anyone who wants an appreciation of the marketing-research process. Our goal was to produce a readable book that overviews the information-gathering function from the perspective of both researchers who gather the information and marketing managers who use the information. The book can be used in either one-or two-quarter sequences or in semester courses.
Marketing research can be a complex topic. It involves a number of questions that need to be answered and a number of decisions that need to be made in order to develop valid, usable information. Basic Marketing Research provides a framework for the choices and decisions that must be made. This is important, because decisions made in one stage of the research process have consequences for other stages. Managers and marketing researchers both need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result.
Part One Introduction to Marketing Research and Problem
Definition
Part Two Research Design
Part Three Data Collection Methods
Part Four Data Collection Forms
Part Five Sampling and Data Collection
Part Six Data Analysis
Part Seven Research Reports