Essentials of Marketing Research ISE

Part 1: The Role and Value of Marketing Research Information  

Chapter 1: Marketing Research for Managerial Decision Making  

Chapter 2: The Marketing Research Process and Proposals 

Part 2: Designing the Marketing Research Project  

Chapter 3: Secondary Data, Literature Reviews, and Hypotheses  

Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches 

Chapter 5: Descriptive, Predictive and Causal Research Designs  

Part 3: Gathering and Collecting Accurate Data  

Chapter 6: Sampling: Theory and Methods  

Chapter 7: Measurement and Scaling  

Chapter 8: Designing the Questionnaire  

Part 4: Data Preparation, Analysis, and Reporting the Results  

Chapter 9: Qualitative Data Analysis  

Chapter 10: Preparing Data for Quantitative Analysis  

Chapter 11: Basic Data Analysis for Quantitative Research  

Chapter 12: Examining Relationships in Quantitative Research 

Chapter 13: Communicating Marketing Research Findings  

Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities.  The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects.  A continuing case and corresponding data sets included.     

Available with McGraw-Hill Connect® and SmartBook 2.0.