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Marketing Research: The Fundamentals
The Eighth Edition of Marketing Research continues to provide students with a “nuts and bolts” introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data.
This new edition has been condensed and reorganized for a more streamlined approach. An integrated case study throughout the text helps students relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies.
本書特色
A Current and Streamlined Approach to Marketing Research
- NEW! Influence of Social Media is based on research and discussion with marketing professionals to give students the latest information on industry practices regarding growing platforms.
- NEW! YouTube Examples give students a visual perspective and insights on the industry.
- NEW! Mobile Marketing Research allows students to grasp a rapidly expanding technology that’s having a huge impact on the industry today, which provides faster access to information than traditional research methods.
- NEW! International Perspectives allow students to compare marketing research from around the globe.
- NEW! Presentation of Industry Data is featured in a completely rewritten Chapter 2, which now provides an international perspective on marketing research practice.
- NEW! Presentation of Ethical Perspectives treats ethics the way they are treated in the industry, providing excerpts from the Code of Marketing Research Standards by the Marketing Research Association (MRA). This introduces students to areas of ethical sensitivity in the field to apply in their future careers.
Pedagogical Features Reinforce Core Concepts Throughout
- UPDATED! Marketing Research Insights illustrations and descriptions reflect new and current issues and practices in the industry within four essential categories: practical applications, social media applications, ethical considerations, and global applications.
- UPDATED! Full integration with SPSS 2.0 teaches students how to use the latest version of SPSS, a gold standard tool in marketing research.
- UPDATED! A General Motorscase study carried throughout the book connects core concepts from every chapter, demonstrating how students can formulate problems and analyze data. By reading about a manager that has to determine the kinds of automobiles the market will demand in the future, students learn how to examine attitudes and opinions that might influence consumer choice, determine the best models, and identify market segment differences between different models.
- UPDATED! End-of-Chapter Cases have been updated throughout the book to reflect the most current material in the book.
NEW! Insights from Marketing Research Professionals give students a more academic and realistic perspective of marketing research.
- Career Links connect students to the most up-to-date career opportunities in the field.
- Active Learning Challenges, included at strategic points in each chapter,are short exercises that ask students to apply recently learned concepts.
- Synthesize Your Learning features help students integrate material learned across chapters.
- Guidelines on Reporting Statistical Analysis to Clients teach students how to write up analysis findings in a pleasing way for the client.
- iReport Writing Assistant is an online resource that helps with the technical process of writing a research report, linked to each chapter.
- Advanced Data Analysis Modules and Case-Related Datasets are available online through Pearson.
01. Introduction to Marketing Research
02. The Marketing Research Industry
03. The Marketing Research Process and Defining the Problem and Research Objectives
04. Research Design
05. Secondary Data and Packaged Information
06. Qualitative Research Techniques
07. Evaluating Survey Data Collection Methods
08. Understanding Measurement, Developing Questions, and Designing the Questionnaire
09. Selecting the Sample
10. Determining the Size of a Sample
11. Dealing with Field Work and Data Quality Issues
12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
13. Implementing Basic Differences Tests
14. Making Use of Associations Tests
15. Understanding Regression Analysis Basics
16. The Research Report
