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Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.
This book was adopted by:
Austin Community College
Baker College Online & Graduate
California State University - Los Angeles
Campbellsville University
Coastal Carolina University
College of Charleston
Concordia University St. Paul
DePaul University - Loop
Duquesne University
Ferris State University
Furman University
Georgia College
Georgia Gwinnett College
Harvard Coop
Indiana University Bloomington
Indiana University-Purdue University Columbus
Iona College
Lees-McRae College
Liberty University
Loras College
Minnesota State University at Mankato
Mississippi State University
Missouri Western State University
Nichols College
Northeastern State University Broken Arrow
Northeastern State University Tahlequah
Nova Southeastern University
Oakwood University
Pacific University
Penn State University - Berks
Penn State University - Harrisburg
Penn State University - Scranton
Penn State University - Wilkes-Barre
Penn State University Lehigh Valley
Penn State University -Schuylkill
Queensborough Community College (CUNY)
Rutgers, The State University of New Jersey
Saint Mary's University- Winona
Southern Connecticut State University
Temple University
Texas A&M University
Texas A&M University - Kingsville
The Ohio State University - Columbus Campus
Tulane University
University of Central Florida- Main Campus
University of Connecticut – Stamford
University of Houston
University of Kentucky
University of Nevada - Las Vegas
University of South Alabama
University of South Carolina
University of South Florida Tampa
University of West Alabama
Washington State University
Washington State University - Spokane
Washington State University - Tri-Cities
West Virginia University
West Virginia University at Parkersburg
Wilkes University
William & Mary

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Table of Contents

Part 1: The Role and Value of Marketing Research Information

Chapter 1 - Marketing Research for Decision Making

Chapter 2 - The Marketing Research Process and Proposals

Part 2: Designing the Marketing Research Project

Chapter 3 - Literature Reviews and Hypotheses

Chapter 4 - Secondary Data and Sources

Chapter 5 - Qualitative and Observational Research Designs

Chapter 6 - Descriptive and Causal Research Designs

Part 3: Gathering and Collecting Accurate Data

Chapter 7 - Sampling: Theory and Methods

Chapter 8 - Measurement & Scaling

Chapter 9 - Designing the Questionnaire

Part 4: Data Preparation, Analysis and Reporting the Results

Chapter 10 - Analyzing and Reporting Qualitative Research

Chapter 11 - Preparing Data for Quantitative Analysis

Chapter 12 - Basic Data Analysis for Quantitative Research

Chapter 13 - Examining Relationships in Quantitative Research

Chapter 14 - Reporting and Presenting Results