Marketing Research

For undergraduate marketing research courses. The "nuts and bolts" of marketing research. Marketing Research gives students a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. Written at a level first-time marketing research students can understand, this text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.1. Introduction to Marketing Research 2. The Marketing Research Industry 3. The Marketing Research Process & Defining the Problem and Research Objectives 4. Research Design 5. Secondary Data & Packaged information 6. Utilizing Exploratory and Qualitative Research Techniques 7. Evaluating Survey Data Collection Methods 8. Understanding Measurement, Developing Questions, and Designing the Questionnaire 9. Selecting the Sample 10. Determining the Size of a Sample 11. Dealing with Fieldwork and Data Quality 12. Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 13. Implementing Basic Differences Tests 14. Making Use of Associations Tests 15. Understanding Regression Analysis Basics 16. Writing the Research Report