Higher Education

MR, 1st Edition

  • includes Marketing CourseMate with eBook Printed Access Card
  • Tom J. Brown Oklahoma State University
  • Tracy A. Suter Oklahoma State University
  • ISBN-10: 1111532400  |  ISBN-13: 9781111532406
  • 240 Pages
  • © 2012 | Published
  • Newer Edition Available
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About

Overview

Created through a "student-tested, faculty-approved" review process, MR is an engaging and accessible solution to accommodate the diverse learning styles of today's students at a value-based price. MR provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course.

Additional Product Information

Features and Benefits

  • Thorough coverage of basic research process (structure is based on well-known book in 7th edition) with a casual writing style and appealing visuals.
  • Book has been vetted by industry advisory panel.
  • An innovative combination of content delivery both in print and online provides a core text and a wealth of comprehensive multimedia teaching and learning assets based on input from student focus groups and surveys, and from interviews with faculty and students.
  • Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format without minimizing coverage for your course.
  • Chapter In Review Cards in the back of the Student Edition provides students with a portable study tool containing all of the pertinent information for class preparation.
  • Instructor Prep Cards in the back of the Instructor's Edition makes preparation simple with detachable cards for each chapter, offering a quick map of chapter content, a list of corresponding PowerPoint and video resources, additional examples, and suggested assignments and discussion questions to help you organize chapter content efficiently.
  • A full suite of unique learning tools that appeal to different learning styles is available to students with the purchase of a new book. Quizzes, audio downloads, video podcasts, and more are only a click away. *(please make sure the resources you list pertain to your title and are available.)*

Table of Contents

1. Marketing Research: From Data to Information to Recommended Strategies.
The problem: Marketers need information. Who does marketing research? Why study marketing research? The research process.
2. The Research Question: Formulation of the Problem/Opportunity.
Problems versus opportunities. The problem formulation process. Preparing an effective research request agreement. The research proposal. Research to avoid. Choosing a research supplier.
3. Exploratory, Descriptive and Causal Research Designs.
Types of research design. Exploratory research designs. Descriptive research designs. Causal research designs. Market testing.
4. Collecting Secondary Data from Inside and Outside the Firm.
Secondary data versus primary data. Advantages and disadvantages of secondary data. Internal secondary data. Components of a decision support system. External secondary data. Standardized marketing information services.
5. Collecting Primary Data by Communication.
Types of primary data. Collecting data by communication versus observation. Structured versus unstructured communication. Issues in the use of disguise. Methods of administering questionnaires.
6. Collecting Primary Data by Observation
Observation research. Structured versus unstructured observation. Using disguise with observation research. Choosing a natural or contrived setting for observation. Human versus mechanical observation.
7. Asking Good Questions.
Scales of measurement. Measuring attitudes and other unobservable variables. Self-report attitude scales. Other issues in designing scales. Establishing the validity and reliability of measures.
8. Designing the Questionnaire or Observation Form.
Steps in questionnaire design. Designing observation forms.
9. Planning the Sample and Sample Size.
Developing the sampling plan. Nonprobability samples. Probability samples. How big a sample do you need?
10. Data Collection: Enhancing Response Rates while Limiting Errors and Biases
Importance of nonsampling errors. Types of nonsampling errors. Calculating response rates. Improving response rates.
11. Data Preparation for Analysis.
Editing. Coding. Cleaning the data. Handling missing data.
12. Analysis & Interpretation: Individual Variables Independently.
Basic univariate statistics: Categorical measures. Basic univariate statistics: Continuous measures. Hypothesis testing. Testing hypotheses about individual variables.
13. Analysis & Interpretation: Multiple Variables Simultaneously.
Analyses with categorical measures. Analyses with categorical and continuous measures. Analyses with continuous measures.
14. The Research Answer: Project Findings and Strategic Recommendations.
The written research report: Writing standards. The written research report. The oral presentation. Using graphics to communicate results.

Learning Resource Bundles

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Learning Consultant for more information.

ePack: Text + WebTutor™ on WebCT™ Instant Access Code

ISBN-10: 1133799477 | ISBN-13: 9781133799474


Supplements

All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

Marketing CourseMate with eBook Instant Access Code  (ISBN-10: 1111738041 | ISBN-13: 9781111738044)

WebTutor™ on WebCT™ with eBook on Gateway Instant Access Code  (ISBN-10: 1111742006 | ISBN-13: 9781111742003)

Jumpstart your course with customizable rich content that's specific to MR 1e within this valuable Course Management System! Easily blend, add, edit, reorganize, or delete content to meet your needs. You'll find text-specific media assets, quizzing, discussion topics, interactive games and exercises, and more to supplement the classroom experience and ensure that students leave with the resources they need to succeed in today's business world. You even can use this effective resource as an integrated solution for distance learning or a Web-enhanced course.

WebTutor™ on Blackboard® with eBook on Gateway, 1 term (6 months) Instant Access  (ISBN-10: 1111742022 | ISBN-13: 9781111742027)

Find all of the instructor tools you need with this easy-to-use CD. You can electronically review, edit, and copy what you need from the Instructor's Manual, PowerPoint® slides, Test Bank, and ExamView® testing program.

Instructor's Resource CD-ROM  (ISBN-10: 1111534829 | ISBN-13: 9781111534820)

Find all of the instructor tools you need with this easy-to-use CD. You can electronically review, edit, and copy what you need from the Instructor's Manual, PowerPoint® slides, Test Bank, and ExamView® testing program.

Student Supplements

Marketing CourseMate with eBook Instant Access Code  (ISBN-10: 1111738041 | ISBN-13: 9781111738044)

Cengage Learning's CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook. Access an integrated eBook, learning tools including flashcards, quizzes, and more, all designed specifically to work with MR, 1st Edition.

WebTutor™ on WebCT™ with eBook on Gateway Instant Access Code  (ISBN-10: 1111742006 | ISBN-13: 9781111742003)

More than just an interactive study guide, WebTutor is an anytime, anywhere, online learning solution that keeps you connected to your textbook, instructor, and classmates with useful videos, assignment reminders and other useful course materials.

WebTutor™ on Blackboard® with eBook on Gateway, 1 term (6 months) Instant Access  (ISBN-10: 1111742022 | ISBN-13: 9781111742027)

More than just an interactive study guide, WebTutor is an anytime, anywhere, online learning solution that keeps you connected to your textbook, instructor, and classmates with useful videos, assignment reminders and other useful course materials.

General MindLink for CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285276523 | ISBN-13: 9781285276526)

The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in your marketing course in one place. Read your eBook, take notes, review flashcards, and take practice quizzes—all online with MindLink for CourseMate.

ePack: Text + WebTutor™ on WebCT™ Instant Access Code  (ISBN-10: 1133799477 | ISBN-13: 9781133799474)

Meet the Author

Author Bio

Tom J. Brown

Tom J. Brown received his Ph.D. from the University of Wisconsin-Madison in 1994. Prior to joining the marketing faculty at Oklahoma State University, he served on the faculty at Southern Methodist University. Professor Brown teaches marketing research and has supervised dozens of student research projects for industry clients ranging from not-for-profit service organizations to Fortune 500 companies. Professor Brown is a past recipient of the Sheth Foundation Best Paper Award in the Journal of the Academy of Marketing Science. In addition, he received a Richard D. Irwin Foundation Doctoral Dissertation Fellowship while at the University of Wisconsin, the Kenneth D. and Leitner Greiner Teaching Award, and the Regents Distinguished Research Award, both at Oklahoma State University. Professor Brown's articles have appeared in such publications as the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF CONSUMER RESEARCH, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, JOURNAL OF RETAILING, CORNELL HOTEL and RESTAURANT ADMINISTRATION QUARTERLY, and JOURNAL OF SERVICE RESEARCH, among others. His research interests include services marketing and corporate branding and reputation. He has served on the editorial review boards of the Journal of the Academy of Marketing Science and Corporate Reputation Review and is cofounder of the Corporate Associations/Identity Research Group. He is currently a member of the Academic Council of the American Marketing Association.

Tracy A. Suter

Tracy A. Suter received his Ph.D. from the University of Arkansas. Prior to joining the marketing faculty at Oklahoma State University, he served as a full-time faculty member at the University of Southern Mississippi. Professor Suter teaches a wide range of courses with emphasis on marketing research. Each semester undergraduate marketing research students complete real-world research projects for area for-profit and not-for-profit firms under his guidance. Professor Suter’s research interests include public policy, the use of new technologies in marketing, and consumer-to-consumer communities. He has published in journals such as the Journal of Business Research, Journal of Public Policy & Marketing, and Journal of Retailing among many others. He also serves on two editorial review boards of academic journals and is a frequent reviewer for other journals and conferences. Professor Suter has received numerous awards for both research and teaching activities including the University of Arkansas Award for Excellence in Teaching, the Sherwin-Williams Distinguished Teaching Competition Award given by the Society for Marketing Advances, and the Greiner Outstanding Teaching, Regents Distinguished Teaching, and President’s Outstanding Faculty Awards all at Oklahoma State University. Tracy is frequently asked to speak to doctoral students and other academic groups about teaching excellence.