Marketing Research: Text and Cases

前表紙
Psychology Press, 2007 - 464 ページ
2 レビュー
Teach your students the most effective research strategies--including Internet surveys!

Over the last few years changes in the marketing research process have been dramatic and far-reaching with the emergence of the Internet and other technologies. Marketing Research: Text and Cases, Second Edition, the completely updated edition of the classic Haworth textbook not only takes students step-by-step through cutting-edge design, conducting, and interpreting of market research, but is now updated to include Internet surveying. The topic of marketing research is comprehensively examined, including strategic and tactical decisions, choosing the proper research design, and successfully presenting results. The book provides clear explanations of complex issues and includes helpful charts, graphs, figures, sample questionnaires, and case studies which make important points easier to grasp. The practice cases (including an SPSS 11.0 data disk) offer engaging real-world problems that test the student's research and analysis skills.

Marketing Research: Text and Cases, Second Edition includes the updated and improved instructor's manual, test bank, and PowerPoint slides. A brand-new section details procedures on how to successfully perform and effectively use Internet surveys, and includes a list of online survey providers, bulk email providers, and sample emails to use with online surveys. Stressing a practical, "hands on" project approach to learning, this guide not only prepares students for real-world experiences, but allows practitioners who are preparing market analysis reports needing background material to guide them through the process.

Marketing Research: Text and Cases, Second Edition offers all the course-planning extras you need, including:
  • thorough instructor's manual
  • sample syllabus
  • research project tips, assignments, and forms
  • test bank with true-false and multiple choice questions
  • also available: 20-30 PowerPoint slides per chapter

Marketing Research: Text and Cases, Second Edition gives instructors the tools they need for thorough course planning and is an ideal textbook for introductory marketing research courses and for practitioners looking for a guidebook.
 

レビュー - レビューを書く

レビューが見つかりませんでした。

ページのサンプル

目次

Introduction to Marketing Research
1
MARKETING RESEARCH
2
MARKETING RESEARCH AND DECISION MAKING
3
STRATEGIC VERSUS TACTICAL INFORMATION NEEDS
6
THE NATURE OF MARKETING RESEARCH
7
STEPS IN A MARKETING RESEARCH PROJECT
13
MARKETING INFORMATION SYSTEMS
28
Research Designs for Management Decision Making
31
GUIDELINES FOR INTERVIEWERS
198
TYPES OF INTERVIEWS
199
THE INTERVIEWING RELATIONSHIP
201
THE INTERVIEWING SITUATION
202
THE ACTUAL INTERVIEW
204
FIELDING A RESEARCH PROJECT
208
ERRORS IN DATA COLLECTION
214
TYPES OF NONSAMPLING ERRORS
215

EXPLORATORY RESEARCH
34
DESCRIPTIVE RESEARCH
43
CAUSAL RESEARCH
50
EXPERIMENTATION
53
EXPLORATORY DESCRIPTIVE OR CAUSAL OBSERVATION
67
DANGERS OF DEFINING DESIGN BY TECHNIQUE
68
SUMMARY
69
DISCUSSION QUESTIONS
70
Secondary Data
71
ADVANTAGES OF SECONDARY DATA
72
DISADVANTAGES OF SECONDARY DATA
73
SUMMARY
87
DISCUSSION QUESTIONS
88
Primary Data Collection
89
SOURCES OF PRIMARY DATA
90
METHODS OF COLLECTING PRIMARY DATA
94
COMMUNICATION METHODS
96
SURVEY METHODS
107
OBSERVATION METHODS
119
SUMMARY
120
DISCUSSION QUESTIONS
121
Measurement
123
THE PROCESS OF MEASUREMENT
125
WHAT IS TO BE MEASURED?
132
WHO IS TO BE MEASURED?
134
HOW TO MEASURE WHAT NEEDS TO BE MEASURED
135
ASSESSING RELIABILITY AND VALIDITY OF OUR MEASURES
137
MEASURING PSYCHOLOGlCAL VARIABLES
143
SUMMARY
155
DISCUSSION QUESTIONS
156
Designing the DataGathering Instrument
157
GOALS OF A QUESTIONNAIRE
159
CLASSIFICATION OF QUESTIONS
162
DESIGNING A QUESTIONNAIRE
165
SUMMARY
173
DISCUSSION QUESTIONS
174
Sampling Methods and Sample Size
175
WHY SAMPLING?
176
SAMPLING ERROR SAMPLE BIAS AND NONSAMPLING ERROR
177
SAMPLING DECISION MODEL
178
NONSTATISTICAL DETERMINATION OF SAMPLE SIZE
192
WHAT IS A SIGNIFICANT STATISTICALLY SIGNIFICANT DIFFERENCE?
195
SUMMARY
196
Fielding the DataGathering Instrument
197
SUMMARY
219
DISCUSSION QUESTIONS
220
Analyzing and Interpreting Data for Decisions
221
FROM DATA TO DECISIONS
222
DATA SUMMARY METHODS
226
CROSSTABULATION
232
ADVANCED ANALYTICAL TECHNIQUES
241
SUMMARY
242
DISCUSSION QUESTIONS
243
Advanced Data Analysis
245
HYPOTHESIS TESTING
247
MEASURES OF ASSOCIATION
255
SUMMARY
264
The Research Report
265
REPORT FORMAT
266
GUIDELINES FOR THE WRITTEN REPORT
295
ORAL REPORTS
302
SUMMARY
305
CASES
307
Lone Pine Kennel Club
309
Select Hotels of North America
311
River Pines School A
315
River Pines School B
319
Gary Branch CPA
325
Juan Carlos Mexican Restaurant
333
Usedcarscom
341
Welcome Home Church
351
The Learning Source
357
Madison County Country Club
363
Piasco Inc
369
St Johns School
375
The Webmasters
381
House of Topiary
387
Professional Home Inspection
391
Europska Databanka
401
Northside Chiropractic Services
413
Internet versus Mail Surveys
419
Louisiana Purchase Gardens and Zoo
425
Macs Sausage Company
433
The OnLine Marketplace
439
Victorian Rose Gift and Flower Shop
445
Notes
451
Index
457
著作権

他の版 - すべて表示

多く使われている語句

著者について (2007)

Dr. Robert E. Stevens is John Massey Professor of Business in the John Massey School of Business, Southeaster Oklahoma State University, Durant, Oklahoma. He has over 200 publications including 28 books, 128 articles, 25 cases, 25 case teaching notes, and 14 other publications. Recent books include; Marketing Research: Text and Cases, 2nd, edition, Marketing Management: Text and Cases, Marketing Planning Guide, 3rd edition, and Marketing Planning Guide, 2nd, edition.

Dr. Stevens taught at four other universities prior to joining the faculty at SOSU in 2006. Dr. Stevens has served as a consultant to local, regional, and national firms and has been an owner of 4 small businesses.

Dr. Stevens serves on the editorial board of 4 journals and is co-editor of Services Marketing Quarterly, Health Marketing Quarterly and Best Business Books.

書誌情報