MR 2, 2nd Edition

  • includes CourseMate Printed Access Card
  • Tom J. Brown Oklahoma State University
  • Tracy A. Suter Oklahoma State University
  • ISBN-10: 1133958419
  • ISBN-13: 9781133958413
  • 240 Pages Paperback 
  • Previous Editions: 2012
  • © 2014 | Published
  • List Price = $ 79.95
  • For quantity discounts, Contact your Representative
  • For single copy purchases, visit CengageBrain.com
 

About The Solution

Overview

Created through a "student-tested, faculty-approved" review process, MR2 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. MR2 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 8th edition) with a casual writing style and appealing visuals.
  • Access to Qualtrics packaged with MR2. Students can take an online survey and use the data collected from the survey to do data analysis. Students can also use Qualtrics to design and deploy their own surveys.
  • This text 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 at the back of the Student Edition provide students a portable study tool containing all of the pertinent information for class preparation.
  • Instructor Prep Cards at the back of the Instructor's Edition as well as Qualtrics and SPSS Quickstart guides make 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, electures, and more are only a click away.

What's New

  • UPDATED FAST FACTS: The Fast Facts have been updated throughout the text.
  • NEW RESEARCH REPORT: A new research report is included in Chapter 14.
  • VERIFIED ANALYSES: Verified analyses throughout the text.

Best Buy Packages

Other Popular Packages

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


Print Option: MR 2 (with Printed Access Card)
ISBN-10: 1285479246 | ISBN-13: 9781285479248
List Price = $60.00  | CengageBrain Price = $60.00


Table of Contents

Brief Contents.
1. Marketing Research: From Data to Information to Action.
2. The Research Question: Formulation of the Problem.
3. Exploratory, Descriptive, and Causal Research Designs.
4. Collecting Secondary Data from Inside and Outside the Organization.
5. Collecting Primary Data by Observation.
6. Collecting Primary Data by Communication.
7. Asking Good Questions.
8. Designing the Questionnaire.
9. Developing the Sampling Plan.
10. Data Collection: Enhancing Response Rates while Limiting Errors.
11. Data Preparation for Analysis .
12. Analysis & Interpretation: Individual Variables Independently.
13. Analysis & Interpretation: Multiple Variables Simultaneously.
14. The Research Report.
Endnotes.
Index.
Chapter in Review Cards.
Qualtrics Quickstart Card.
SPSS Quickstart Card.

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.

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.


IBM SPSS Statistics Student Version 21.0 for Windows  (ISBN-10: 1285838033 | ISBN-13: 9781285838038)

SPSS provides real-world software for students to do data analysis. This student-friendly version is based on the professional version of one of the world's leading desktop statistical software packages. Only available when bundled with text.

List Price = $45.95  | College Bookstore Wholesale Price = $34.00


CourseMate Instant Access  (ISBN-10: 1285171977 | ISBN-13: 9781285171975)

Coursemate for MR2 brings course concepts to life with interactive learning, study, and exam preparation tools that support MR2. Coursemate for MR2 includes an integrated eBook, teaching and learning tools, and Engagement Tracker, a first-of-its-kind tool that monitors student engagement in the course. Students will also have access to an Interactive eBook, Auto-Graded Quizzes, Flashcards, Games including crossword puzzles and beat the clock, PowerPoint Slides, Qualtrics/Excel video tutorials, MR video cases, data sets, and eLectures.

List Price = $79.95  | CengageBrain Price = $79.95  | College Bookstore Wholesale Price = $79.95


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.

CourseMate Instant Access  (ISBN-10: 1285171977 | ISBN-13: 9781285171975)

Coursemate for MR2 brings course concepts to life with interactive learning, study, and exam preparation tools that support MR2. Coursemate for MR2 includes an integrated eBook, teaching and learning tools, and Engagement Tracker, a first-of-its-kind tool that monitors student engagement in the course. Students will also have access to an Interactive eBook, Auto-Graded Quizzes, Flashcards, Games including crossword puzzles and beat the clock, PowerPoint Slides, Qualtrics/Excel video tutorials, MR video cases, data sets, and eLectures.

List Price = $79.95  | CengageBrain Price = $79.95  | College Bookstore Wholesale Price = $79.95


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.