"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 students a strong command of market research principles, while being short enough to use alongside cases or projects.
Part 1: The Role and Value of Marketing Research Information Chapter 1-Marketing Research for Managerial Decision Making Chapter 2-The Marketing Research Process and Proposals Part 2: Designing the Marketing Research Project Chapter 3-Secondary Data, Literature Reviews and Hypotheses Chapter 4-Exploratory Research Designs and Data Collection Approaches Chapter 5-Descriptive and Casual Research Designs Part 3: Gathering and Collecting Accurate Data Chapter 6-Sampling: Theory and Methods Chapter 7-Measurement and Scaling Chapter 8-Designing the Questionnaire Part 4: Data Preparation, Analysis and Reporting the Results Chapter 9-Qualitative Data Analysis Chapter 10-Preparing Data for Quantitative Analysis Chapter 11-Basic Data Analysis for Quantitative Research Chapter 12-Examining Relationships in Quantitative Research Chapter 13-Reporting and Presenting Results