Marketing Research

This marketing research book presents the fundamentals of marketing research in an intuitive and easy-to-understand manner. This edition returns with an abundance of new and updated exercise, coverage on how the Internet and new technologies are impacting research methods, for better and for worse. Chapter topics include the marketing research process and industry, determining research objectives, research design, measurement, data collection and analysis, interpreting associations among variables, predictive analysis, and preparing and presenting the research report. The direction of Marketing Research heads towards a more application-oriented approach, wonderfully enhance by the creation of a custom website that will enable students to complete their marketing research project. This book is also unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow’s marketing researchers and business decision makers. Third, with its in-depth coverage of secondary research, the practice of customer based management is highlighted as this book helps students see what real companies are doing for their marketing research. This book provides students a realistic and current view of the practice and importance of marketing research in the business world.