MR (with Marketing CourseMate with eBook Printed Access Card)
by Brown, Tom J.; Suter, Tracy A.Edition: 1st
Format: Paperback
Pub. Date: 2011-08-23
Publisher(s): South-Western College Pub
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List Price: $73.50
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Summary
Created through a "student-tested, faculty-approved" review process, MR is an engaging and accessible solution to accommodate the diverse learning styles of today's students at a value-based price. MR provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course.
Table of Contents
| Marketing Research: From Data to Information to Recommended Strategies | |
| The problem: Marketers need information | |
| Who does marketing research? | |
| Why study marketing research? | |
| The research process | |
| The Research Question: Formulation of the Problem/Opportunity | |
| Problems versus opportunities | |
| The problem formulation process | |
| Preparing an effective research request agreement | |
| The research proposal | |
| Research to avoid | |
| Choosing a research supplier | |
| Exploratory, Descriptive and Causal Research Designs | |
| Types of research design | |
| Exploratory research designs | |
| Descriptive research designs | |
| Causal research designs | |
| Market testing | |
| Collecting Secondary Data from Inside and Outside the Firm | |
| Secondary data versus primary data | |
| Advantages and disadvantages of secondary data | |
| Internal secondary data | |
| Components of a decision support system | |
| External secondary data | |
| Standardized marketing information services | |
| Collecting Primary Data by Communication | |
| Types of primary data | |
| Collecting data by communication versus observation | |
| Structured versus unstructured communication | |
| Issues in the use of disguise | |
| Methods of administering questionnaires | |
| Collecting Primary Data by Observation | |
| Observation research | |
| Structured versus unstructured observation | |
| Using disguise with observation research | |
| Choosing a natural or contrived setting for observation | |
| Human versus mechanical observation | |
| Asking Good Questions | |
| Scales of measurement | |
| Measuring attitudes and other unobservable variables | |
| Self-report attitude scales | |
| Other issues in designing scales | |
| Establishing the validity and reliability of measures | |
| Designing the Questionnaire or Observation Form | |
| Steps in questionnaire design | |
| Designing observation forms | |
| Planning the Sample and Sample Size | |
| Developing the sampling plan | |
| Nonprobability samples | |
| Probability samples | |
| How big a sample do you need? | |
| Data Collection: Enhancing Response Rates while Limiting Errors and Biases | |
| Importance of nonsampling errors | |
| Types of nonsampling errors | |
| Calculating response rates | |
| Improving response rates | |
| Data Preparation for Analysis | |
| Editing | |
| Coding | |
| Cleaning the data | |
| Handling missing data | |
| Analysis & Interpretation: Individual Variables Independently | |
| Basic univariate statistics: Categorical measures | |
| Basic univariate statistics: Continuous measures | |
| Hypothesis testing | |
| Testing hypotheses about individual variables | |
| Analysis & Interpretation: Multiple Variables Simultaneously | |
| Analyses with categorical measures | |
| Analyses with categorical and continuous measures | |
| Analyses with continuous measures | |
| The Research Answer: Project Findings and Strategic Recommendations | |
| The written research report: Writing standards | |
| The written research report | |
| The oral presentation | |
| Using graphics to communicate results | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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