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This best-selling introductory marketing research text has undergone further transition in the sixth edition to make it even more accessible to students while still retaining 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.
- This seventh edition of BASIC MARKETING RESEARCH brings with it several changes. The most important change is the addition of a new co-author, Tracy Suter, who is a marketing professor at Oklahoma State University. He has taught marketing research to hundreds of undergraduate students, each of whom would vouch for his incredible skill at communicating the marketing research process. We are blessed that he agreed to lend these skills to this effort. Readers will find evidence of his work throughout the book and the accompanying supplemental materials.
- Existing examples, exhibits, figures, and so on, have been revised and updated throughout the book--and many new ones have been added. In addition, we'd like to highlight the following three key changes in the book and its supporting materials for the latest edition.
- WebTutor is a content-rich, web-based teaching and learning aid that reinforces chapter concepts and acts as an electronic student study guide. WebTutor provides you with interactive chapter review quizzes, writing improvement exercises, and flash cards of glossary terms. WebTutor also provides PowerPoint review slides, links to videos, and threaded discussions. WebTutor can also be used with both WebCT and Blackboard.
- The data analysis section of the book (chapters 18-20) now features an ongoing example drawn from a real-life marketing research project for a fitness center. This allows students to participate in an experiential learning process with real data, warts and all, while seeing how answers to research problems can be obtained easily using the techniques taught in the book. In addition, the data are available to instructors for use in teaching the material or to make available to students for the analyses required to complete the associated end-of-chapter problems in chapters 19 and 20.
- As noted earlier, we have developed new examples to open each of the seven 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 seventh section, which deals with communicating the results of a research project, concerns a marketing research report on iTunes music sales that was badly misinterpreted by the media.
- 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.
- Cases. A number of business case analyses appear near the end of the book. These cases assist readers in developing their own evaluation and analytical skills. They are also useful in demonstrating the universal application of marketing research techniques. Marketing research methods can be used not only by manufacturers and distributors of products, as is commonly assumed, but also by the private and public sectors to address other issues. Cases include diverse entities and issues, and many represent real-life situations, though some of them have been disguised to protect the proprietary nature of the information.
- Data. Data are provided for several of the cases to allow readers to perform analyses needed to answer case questions. We also provide the datafile used for the analyses in the data analysis chapters. These data are available to adopters on the text Web site.
- Section Openers. Each section of the book is introduced by a short opening example from the business world that is relevant to the material presented in the chapters of that section. This is a new feature of the book for the 7th edition. Examples include CRM and the Mobile Salesforce (part 1), NASCAR: Driving toward the Hispanic Market (part 5) and Are iTunes Sales Collapsing? (part 7).
- Manager's Focus. These short sections throughout each chapter provide insights into how the information in a particular section 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. Some examples include how to determine if a focus group is useful (Chapter 5), understanding different levels of measurement (Chapter 12), and how nonsampling errors enter a study (Chapter 17).
- 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.
- 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 Super Crunchers are Thinking-by-Numbers (how some of today's companies use datamining, Chapter 2), VISA: Using Strategy-Oriented Research to Select a New Brand Mark, (Visa, Chapter 4), The Naked Truth about Shower Heads (Moen, Inc., Chapter 9), New-Vehicle Buyers and Psychographics (J.D. Powers and Mediamark Research, Chapter 9), and Me, Doctor Mullet, and a Market-Research Mess, (professional marketer completes a survey, Chapter 10).
1. Role of Marketing Research.
2. Gathering Marketing Intelligence: The Systems Approach.
3. Gathering Marketing Intelligence: The Project Approach.
4. Problem Formulation.
PART II: RESEARCH DESIGN.
5. Types of Research Design and Exploratory Research.
6. Descriptive and Causal Research Designs.
PART III: DATA COLLECTION METHODS.
7. Secondary Data.
8. Standardized Marketing Information Services.
9. Collecting Primary Data.
10. Collecting Information by Communication.
11. Collecting Information by Observation.
PART IV: DATA COLLECTION FORMS.
12. Asking Good Questions: Measurement Basics.
13. Measuring Attitudes and Other Variables.
14. Designing the Questionnaire or Observation Form.
PART V: SAMPLING AND DATA COLLECTION.
15. Developing the Sampling Plan.
16. Determining Sample Size.
17. Collecting the Data: Nonsampling Errors and Response Rate Calculation.
PART VI: DATA ANALYSIS.
18. Data Analysis: Preliminary Steps.
19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing.
20. Data Analysis: Analyzing Multiple Variables Simultaneously.
PART VII: RESEARCH REPORTS.
21. The Research Report.