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
  • Instructor Companion Site
  • Request a Copy
     

    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/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

    Learning Resource Bundles

    Convenient, cost-effective bundles provide additional resources to boost student engagement. Contact your Learning Consultant for more information.


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


    Supplements

    Instructor Supplements

    Instructor Supplements

    All supplements have been updated in coordination with the main title. Select the main title's "About the Solution" 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.

    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.


    MKTG 5  (ISBN-10: 1111528098 | ISBN-13: 9781111528096)

    Created through a "student-tested, faculty-approved" review process with students and faculty, MKTG5 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price.


    SELL 2  (ISBN-10: 1111528233 | ISBN-13: 9781111528232)

    Created through a "student-tested, faculty-approved" review process with over 100 students and faculty, SELL2 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price. SELL 2 employs a comprehensive coverage of contemporary professional selling in an interesting and challenging manner. Focusing on trust-based selling, the text reflects the author’s extensive experience as leading sales educators and as sales managers, trainers, and consultants with major corporations.


    CB 3  (ISBN-10: 0840058519 | ISBN-13: 9780840058515)

    Created through a "student-tested, faculty-approved" review process with input from more than 175 students and instructors, CB3 is an engaging, accessible solution to accommodate the diverse lifestyles of today’s learners at a value-based price. Award-winning authors Babin and Harris bring a fresh perspective and exciting new approach to consumer behavior with a full suite of proven learning tools and innovative technology to help students eagerly master the material and succeed in class. CB3’s streamlined introduction focuses on the core concepts and applications of contemporary consumer behavior as it’s practiced today. New part cases highlight today’s challenges while the most current consumer behavior statistics and contemporary examples reflect recent developments in business. New content shows students how to handle ethics and diversity as well as ever-changing demographics and cultural trends. The text covers essential consumer behavior topics through a unique, concept-driven presentation enhanced by multimedia and online resources that appeal to today's students and encourage stronger preparation and participation. Convenient chapter-by-chapter study cards for students and practical Instructor Prep cards help you transition to this new edition. The new Consumer Behavior CourseMate for CB3 brings course concepts to life with interactive learning, study and exam preparation tools that support the printed book and helps student comprehension soar. Trust the CB3 text and package to bring consumer behavior to life for your students in an unforgettable, engaging presentation focused on their needs.


    PROMO  (ISBN-10: 0538473274 | ISBN-13: 9780538473279)

    Created through a "student-tested, faculty-approved" review process with students and faculty, PROMO is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price. PROMO employs relevant ads, exhibits, and photographs to capture your students' interest and through its concise writing style, gives them a solid understanding of promotion along with the challenges facing the promotion, advertising, and marketing industries.


    MM  (ISBN-10: 053848134X | ISBN-13: 9780538481342)

    Created through a "student-tested, faculty-approved" review process with students and faculty, MM 2e is an engaging and accessible solution to accommodate the diverse lifestyles of today’s learners at a value-based price. MM employs an integrated marketing management framework, exhibits, and photographs to capture your students’ interest and through its concise writing style. A suite of interactive online tools facilitate understanding of core marketing management concepts. Along with our partners at Harvard Business Publishing, Darden and Ivey, we offer a complete set of cases for the Marketing Management course. We have aligned best-selling business cases from leading case providers such Harvard Business School Publishing at the chapter level to Iacobucci's MM. Interested in a simple way to complement your text and course content with study and practice materials? Cengage Learning’s Marketing Management CourseMate for MM 2e brings course concepts to life with interactive learning, study and exam preparation tools that support the printed textbook. Watch student comprehension soar as your class works with the printed textbook and textbook-specific website. Marketing Management CourseMate goes beyond the book to deliver what your need!


    Student Supplements

    Student Supplements

    All supplements have been updated in coordination with the main title. Select the main title's "About the Solution" 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.

    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.


    MKTG 5  (ISBN-10: 1111528098 | ISBN-13: 9781111528096)

    Designed for and by today's students in every detail, MKTG5 was developed from students and faculty members to provide a more engaging and accessible solution that appeals to different learning styles at a value-based price. This concise MKTG5 includes all of the key concepts that your instructors require and a full suite of learning aids to accommodate your busy lifestyle including chapter-by-chapter study cards, self-quizzes, downloadable flash cards, and more.


    SELL 2  (ISBN-10: 1111528233 | ISBN-13: 9781111528232)

    Designed for and by today's students in every detail, SELL 2 was developed from nearly 120 students and faculty members to provide a more engaging and accessible solution that appeals to different learning styles at a value-based price. This concise edition includes all of the key concepts that your instructors require and a full suite of learning aids to accommodate your busy lifestyle including chapter-by-chapter study cards, self-quizzes, downloadable flash cards, and more. SELL 2 employs a comprehensive coverage of contemporary professional selling in an interesting and challenging manner. Including relational consultative selling, the text is organized on a more contemporary relationship-selling process that the author team has tested in, and developed for, major selling organizations.


    CB 3  (ISBN-10: 0840058519 | ISBN-13: 9780840058515)

    Designed for and by today's students in every detail, CB3 was created with input from more than 175 students and faculty members to provide a more engaging, accessible solution that appeals to different learning styles. This concise, streamlined CB3, offers an exciting introduction to the core concepts and applications of today’s contemporary consumer behavior. A full suite of proven learning tools includes chapter-by-chapter study cards, interactive quizzes, downloadable flashcards, multimedia resources, and more, all at a value-based price. Award-winning authors Babin and Harris offer a fresh perspective and exciting new approach to today’s consumer behavior, using intriguing learning features and innovative technology to help you easily master the material and succeed in class. New part cases highlight today’s challenges while the most current consumer behavior statistics and contemporary examples reflect recent developments in business. New content emphasizes how to most effectively handle ethics and diversity issues as well as ever-changing demographics and cultural trends. To help you make the most of your study time, Consumer Behavior CourseMate website for CB3 brings everything you need to succeed in one place, from an interactive eBook with an interactive glossary to online quizzes, videos, and more. The CB3 book and learning tools bring consumer behavior to life in an unforgettable, engaging presentation focused on your needs.


    PROMO  (ISBN-10: 0538473274 | ISBN-13: 9780538473279)

    Designed for and by today's students in every detail, PROMO was developed with students and faculty to provide a more engaging and accessible solution that appeals to different learning styles at a value-based price. Authoritative, yet concise, PROMO includes all of the key concepts that your instructors require and a full suite of learning aids to accommodate your busy lifestyle including chapter-by-chapter study cards, self-quizzes, PowerPoints, Online games and downloadable flash cards, and more. PROMO employs relevant ads, exhibits, and photographs to capture your interest and through its concise writing style, gives you a solid understanding of promotion along with the challenges facing the promotion, advertising, and marketing industries. There are plenty of real-world examples throughout to aid in your learning.


    MM  (ISBN-10: 053848134X | ISBN-13: 9780538481342)

    Designed for and by today's students in every detail, MM 2e was developed from students and faculty members to provide a more engaging and accessible solution that appeals to different learning styles at a value-based price. This concise MM 2e includes all of the key concepts that your instructors require and a full suite of learning aids to accommodate your busy lifestyle including chapter-by-chapter study cards, interactive analytical tools, interactive quizzes, and more. The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in one place. Marketing Management CourseMate for MM 2e includes: An interactive eBook with highlighting and note taking Interactive learning tools, including: Quizzes Videos Analytical Tools …and more!


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


    Meet the Author

    About the Author

    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.