The only comprehensive, all-in-one text for students to learn how to plan, conduct, and apply marketing research in today's results-oriented environment. Clear, concise, and authoritative, the book describes the technologies that have revolutionized the marketing research discipline.
Table of contents:
Part I: Data Collection and Research Systems Chapter 1. What Is State of the Art Marketing Research? Chapter 2. Basic Methods of Gathering Information Chapter 3. Two Basic Research Systems Part II: Building the Research Study Chapter 4. Defining the Marketing Problem Chapter 5. Preparing the Research Plan Chapter 6. Using Outside Assistance Chapter 7. Collecting Primary Data Chapter 8. Selecting the Sampling Methods Chapter 9. Developing the Questionnaire Chapter 10. Using Focus Groups Chapter 11. Summarizing Results Chapter 12. Presenting Research Results Part III: Applying Marketing Research to Marketing Problems New-Product Introductions Chapter 13. Specialized Marketing Research Applications Chapter 14. Market Segmentation Chapter 15. Integrating Database Technology and Marketing Research Chapter 16. Measuring Advertising Effectiveness and Media Audience Chapter 17. Global Marketing Research Appendix: Samples of Questionnaires
This completely revised and updated edition of State of the Art Marketing Research is still the only comprehensive, all-in-one resource for planning, conducting, and applying marketing research in today's results-oriented environment. Clear, concise, and authoritative, the book describes the technologies that have revolutionized the marketing research discipline and have transformed the day-to-day practice of marketing research into an invaluable tool for actionable plans and programs. Written for managers and marketing executives who direct or communicate with researchers and marketing staff, this book takes the reader step-by-step through the research planning and development process: Defining marketing problems and preparing research plans and proposals Selecting the best primary and secondary research methods for the problem at hand Developing samples and questionnaires Using focus groups Presenting research results Applying research results to marketing problems Making research-based strategy decisions Including new information on research for international markets and guidance on using the new technologies to develop information about today's fast-changing markets with examples from all sectors of business, this edition is an essential guide to the cutting-edge techniques for mastering today's markets.
Table of contents:
Part I: Data Collection and Research Systems Chapter 1. What Is State of the Art Marketing Research? Chapter 2. Basic Methods of Gathering Information Chapter 3. Two Basic Research Systems Part II: Building the Research Study Chapter 4. Defining the Marketing Problem Chapter 5. Preparing the Research Plan Chapter 6. Using Outside Assistance Chapter 7. Collecting Primary Data Chapter 8. Selecting the Sampling Methods Chapter 9. Developing the Questionnaire Chapter 10. Using Focus Groups Chapter 11. Summarizing Results Chapter 12. Presenting Research Results Part III: Applying Marketing Research to Marketing Problems New-Product Introductions Chapter 13. Specialized Marketing Research Applications Chapter 14. Market Segmentation Chapter 15. Integrating Database Technology and Marketing Research Chapter 16. Measuring Advertising Effectiveness and Media Audience Chapter 17. Global Marketing Research Appendix: Samples of Questionnaires
This completely revised and updated edition of State of the Art Marketing Research is still the only comprehensive, all-in-one resource for planning, conducting, and applying marketing research in today's results-oriented environment. Clear, concise, and authoritative, the book describes the technologies that have revolutionized the marketing research discipline and have transformed the day-to-day practice of marketing research into an invaluable tool for actionable plans and programs. Written for managers and marketing executives who direct or communicate with researchers and marketing staff, this book takes the reader step-by-step through the research planning and development process: Defining marketing problems and preparing research plans and proposals Selecting the best primary and secondary research methods for the problem at hand Developing samples and questionnaires Using focus groups Presenting research results Applying research results to marketing problems Making research-based strategy decisions Including new information on research for international markets and guidance on using the new technologies to develop information about today's fast-changing markets with examples from all sectors of business, this edition is an essential guide to the cutting-edge techniques for mastering today's markets.