The Essentials of Marketing Research [Paperback]

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 Researchguides 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.

Part I: The Marketing Process and Decision Making  1. Introduction to Marketing Research  2. Ethics in Marketing Research  Part II: Secondary Data and Research Designs  3. Secondary Data  4. Research Designs: Exploratory and Qualitative Research  5. Research Designs: Descriptive and Causal Research Part III: 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  Part IV: Data Analysis and Reporting  11. Analyzing and Interpreting Data for Decisions  12. Advanced Data Analysis  13. The Research Report Part V: Cases

Marketing Research: Text and Cases provides students of marketing and communications with an essential handbook that sulÃÂ