Basic Marketing Research - Tapa dura

BRIEF CONTENTS. PART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM FORMULATION. 1. The Role of Marketing Research. 2. The Research Process and Ethical Concerns. 3. Problem Formulation. 4. Exploratory Research. PART II: Working with Existing Information to Solve Problems. 5. Decision Support Systems: Introduction. 6. Decision Support Systems: Working with "Big Data". 7. Using External Secondary Data. PART III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS. 8. Causal Research. 9. Collecting Descriptive Primary Data. 10. Collecting Data by Observation. 11. Collecting Data by Communication. 12. Asking Good Questions. 13. Designing the Data Collection Form. 14. Developing the Sampling Plan. 15. Data Collection: Enhancing Response Rates while Limiting Errors. PART IV: ANALYZING DATA. 16. Data Preparation for Analysis. 17. Analysis and Interpretation: Individual Variables Independently. 18. Analysis and Interpretation: Multiple Variables Simultaneously. PART IV: REPORTING THE RESULTS. 19. The Oral Research Presentation. 20. The Written Research Report. Appendix. Endnotes. Glossary. Index.

Basic Marketing Research: Customer Insights and Managerial Action, 8th edition, provides an introductory look at marketing research for undergraduate students, managerially-oriented graduate students, or anyone who wants an appreciation of the marketing research process.