Essentials of Marketing Research, International Edition (with Qualtrics Printed Access Card) - Softcover

Part I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems and Knowledge Management. 3. The Marketing Research Process. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. Part II: DESIGNING RESEARCH STUDIES. 5. Qualitative Research. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Conducting Marketing Experiments. Part III: MEASUREMENT. 10. Measurement and Attitude Scaling. 11. Questionnaire Design. Part IV: SAMPLING AND STATISTICAL THEORY. 12. Sampling Designs and Sampling Procedures. 13. Determination of Sample Size: A Review of Statistical Theory. Part V: ANALYSIS AND REPORTING. 14. Basic Data Analysis. 15. Testing for Differences Between Groups and for Relationships Among Variables. 16. Communicating Research Results. PART VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Endnotes. Index.

Placing readers in the role of manager, ESSENTIALS OF MARKETING RESEARCH, 5E, International Edition offers concise yet thorough coverage that helps readers use marketing research to make effective business decisions. Readers also learn to perform basic, core marketing research tasks. The book succinctly addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. Reflecting the latest developments from the field, the Fifth Edition also features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research.