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The Essentials of Marketing Research


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Table of Contents

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

About the Author

Lawrence Silver is Associate Professor of Marketing and Management at the John Massey School of Business, Southeastern Oklahoma State University, USA. Robert Stevens is the John Massey Endowed Professor of Business at John Massey School of Business, Southeastern Oklahoma State University, USA. Bruce Wrenn is the Colson Endowed Chair Professor of Marketing at the School of Business Administration, Andrews University, USA. David Loudon is Professor of Marketing at the Brock School of Business, Samford University, USA.


"Marketing Research: Text and Cases provides students of marketing and communications with an essential handbook that summarises the main issues in each topic, including addressing business and management problems, secondary and primary data collection and data analysis. The reader is guided through the whole research process step-by-step from conceptualisation to report writing, supported by tips and discussion questions... Students studying management, computing science, business administration and public administration will also find this book an invaluable addition to support their studies." - Debbie Keeling, Manchester Business School, UK

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