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BASIC MARKETING RESEARCH is the best-selling introductory marketing research text because it is accessible to students while maintaining its level of coverage. BASIC MARKETING RESEARCH provides a framework for the choices and decisions that must be made by managers-an important aspect of marketing research-because decisions made in one stage of the process have consequences for other stages. Managers and marketing researchers need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. This edition provides readers with an overview of the information gathering function from the perspective of the researchers who gather the information and the marketing managers who use it.
- In this eighth edition of BASIC MARKETING RESEARCH, co-authors Tracy Suter and Tom Brown continue to revise and update existing examples, exhibits, and figures, while also adding many new ones.
- This edition features examples to open each of the five sections of the book. These short examples, drawn from the business world, are designed to engage students' interest in the materials presented in the chapters of a particular section. For instance, the example for the fifth section, which deals with reporting the results of a research project, shows the political leanings of U.S.-based fans of 19 of the world’s top 20 brands based on an analysis of Facebook activity using Wisdom, a big data analytic tool.
- The supplemental materials available to instructors have been completely retooled, from teaching tips to test bank questions to classroom-ready presentation slides. Our goal is to make the learning experience for students-and the teaching experience for instructors-as complete, efficient, and effective as possible. Instructors can completely customize the classroom presentation by including (or excluding) material from the presentation slides we provide or by using the presentation template and adding their own material.
- Part Openers. Each part of the book is introduced by an opening example from the business world related to marketing research. The goal is to present a real example that can stimulate reader interest and attention; the part openers usually relate directly to the material presented in the chapters within that part. Examples include how Sony and Nielsen teamed up to assess the most memorable TV events (Part 1); how data visualization tools can be used with mountains of college football recruiting data to enhance understanding (Part 2); and how pictograms can be used to present the political leanings of the top-20 brands (Part 5).
- Manager’s Focus. These short features provide insights into how the information in that particular chapter is relevant to marketing managers. The goal is to emphasize the role of marketing managers in the research process and to offer guidelines for achieving the most usable results. Jon Austin, who teaches marketing research at Cedarville University and has a strong background working with clients in industry, provided the inspiration—and most of the writing—for the “Manager’s Focus” entries.
- The manager’s focus discussions highlight one of the key distinctions of this book —we favor managerial usefulness and understanding over deep technical sophistication. It’s not that we don’t appreciate the “nuts and bolts” of topics such as big data integration and analysis, sampling, and sophisticated statistical analysis. We just believe that in a beginning course – covering everything from exploratory research to big data analytics to behavioral customer insights to primary data collection to statistical analysis – it’s a lot more important to communicate the basic uses of marketing research, key decisions along the way, when and why to apply certain analysis techniques, and how to interpret the results of an analysis. Deeper knowledge about most of the topics in the book is readily available in advanced courses and textbooks.
- Research Windows. The Research Windows provide a view of what is happening in the world of marketing research, describe what is happening at specific companies, and offer some specific how-to tips. They serve to engage the readers’ interest in the chapter topic and to provide further depth of information. Some examples include “Marketing Research Company Job Titles and Compensation” (Chapter 1); “Online Focus Groups for Better Oral Hygiene” (Chapter 4); “Data, Data Everywhere: Target, Big Data, and You” (Chapter 6); and “’Driving’ Towards Golfer Insights at PING” (Chapter 10).
PART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM FORMULATION.
1. The Role of Marketing Research.
2. The Research Process and Ethical Concerns.
3. Problem Formulation.
4. Exploratory Research.
PART II: Working with Existing Information to Solve Problems.
5. Decision Support Systems: Introduction.
6. Decision Support Systems: Working with “Big Data”.
7. Using External Secondary Data.
PART III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS.
8. Causal Research.
9. Collecting Descriptive Primary Data.
10. Collecting Data by Observation.
11. Collecting Data by Communication.
12. Asking Good Questions.
13. Designing the Data Collection Form.
14. Developing the Sampling Plan.
15. Data Collection: Enhancing Response Rates while Limiting Errors.
PART IV: ANALYZING DATA.
16. Data Preparation for Analysis.
17. Analysis and Interpretation: Individual Variables Independently.
18. Analysis and Interpretation: Multiple Variables Simultaneously.
PART IV: REPORTING THE RESULTS.
19. The Oral Research Presentation.
20. The Written Research Report.