Marketing Research [antikvár]

Preface Studying marketing researcli can and sliould be an interesting, enlightening, and rewarding experience. We have designed Marketing Research for this purpose, even for those students who may approach the subject apprehensively and reluctantly. Based on our collective teaching experience of over five decades we beUeve that the best way to engage students and reinforce the importance and relevance of marketing research is to continually remind them of its apphcations in the real world. Therefore, we present the various marketing research terms, tools, and concepts in an understandable, lively fashion by using numerous examples in every chapter. In addition, we have incorporated the impact of the latest advances in computer and information technologies on marketing research. This book is intended for students who are taking their first course in marketing research. The breadth and the depth of topics included in the book are carefully chosen to benefit those students who will primarily be potential research users as well as those who wish to consider marketing research as a career. To cater to this dual audience, we stress the importance of effective communication between research users and researchers and highlight their respective roles and responsibilities at various stages of a research project. ^ Content and Organization The textbook contains sixteen chapters, organized into five parts. Part One, consisting of three chapters, provides an overview of the nature and scope of marketing research, the various parties and steps involved in conducting marketing research, and the different types of marketing research. Part Two, consisting of five chapters, discusses the various types of data available to marketers, the increasing sophistication and capabihties of research-based systems to aid decision making, and the basic research approaches and designs available for conducting marketing research. Part Three, containing three chapters, focuses on the measurement instruments and sampling approaches used in data collection. Part Four highlights data analysis, with chapters on quality control and initial analysis, hypothesis testing, correlation and regression analyses, and other multivariate techniques. Part Five includes the final chapter, which highlights the importance of accurately and clearly presenting marketing research findings to decision makers. ^ Text highlights We stated earher that this book has been designed to make the study of marketing research interesting, enlightening, and rewarding. Here are some of the ways that the text makes the subject accessible and relevant: • Every chapter in the book has numerous, carefully chosen examples that are well integrated with the textual material. Every key concept, principle, or technique is illustrated with one or more examples. Many of these examples are from international contexts, involve technology-based products and services, and focus on contemporary issues. • The book has a readable and accessible writing style. The key ideas in each chapter are logically developed and organized to enable students to grasp them clearly and quickly. xvii