The essentials of marketing research
/ Lawrence S. Silver, [and three others].
- Third edition.
- New York, NY : Routledge, 2013.
- x, 362 pages : illustrations, charts, tables (black and white) ; 25 cm.
Includes bibliographical references and index.
Pt. 1. The marketing process and decision making — 1. Introduction to marketing research — 2. Ethics in marketing research — pt. 2. Secondary data and research designs — 3. Secondary data — 4. Research designs: exploratory and qualitative research — 5. Research designs : descriptive and causal research — pt. 3. Measurement, data collection and sampling — 6. Measurement — 7. Primary data collection — 8. Designing the data-gathering instrument — 9. Sampling methods and sample size — 10. Fielding the data-gathering instrument — pt. 4. Data analysis and reporting — 11. Analyzing and interpreting data for decisions — 12. Advanced data analysis — 13. The research report — pt. 5. Cases.
Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining ; Internet marketing research ; Qualitative and exploratory research ; Statistical analysis ; Marketing research ethics. With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.