Marketing Research

Description

A Current and Streamlined Approach to Marketing Research

• Influence of Social Media is based on research and discussion with marketing professionals to give students the latest information on industry practices regarding growing platforms.
• YouTube Examples give students a visual perspective and insights on the industry.
• Digital Marketing Research allows students to grasp a rapidly expanding technology that’s having a huge impact on the industry today, which provides faster access to information than traditional research methods.
• International Perspectives allow students to compare marketing research from around the globe.
• Presentation of Industry Data is featured in a completely rewritten Chapter 2, which now provides an international perspective on marketing research practice.
• Presentation of Ethical Perspectives treats ethics the way they are treated in the industry, providing excerpts from the Code of Marketing Research Standards by the Marketing Research Association (MRA). This introduces students to areas of ethical sensitivity in the field to apply in their future careers.

 

Pedagogical Features Reinforce Core Concepts Throughout

• UPDATED! Marketing Research Insights illustrations and descriptions reflect new and current issues and practices in the industry within four essential categories: practical applications, social media applications, ethical considerations, and global applications.
• UPDATED! Full integration with SPSS 23.0 teaches students how to use the latest version of SPSS, a gold standard tool in marketing research.
• UPDATED! Auto Concepts case study carried throughout the book connects core concepts from every chapter, demonstrating how students can formulate problems and analyze data. By reading about a manager that has to determine the kinds of automobiles the market will demand in the future, students learn how to examine attitudes and opinions that might influence consumer choice, determine the best models, and identify market segment differences between different models.  
• UPDATED! End-of-Chapter Cases have been updated throughout the book to reflect the most current material in the book.
• Vignettes on Most Innovative Marketing Research  give students a more academic and realistic perspective of marketing research.

 

A Current and Streamlined Approach to Marketing Research

• NEW! Influence of Social Media is based on research and discussion with marketing professionals to give students the latest information on industry practices regarding growing platforms.
• NEW! YouTube Examples give students a visual perspective and insights on the industry.
• NEW! Digital Marketing Research allows students to grasp a rapidly expanding technology that’s having a huge impact on the industry today, which provides faster access to information than traditional research methods.
• NEW! International Perspectives allow students to compare marketing research from around the globe.
• NEW! Presentation of Industry Data is featured in a completely rewritten Chapter 2, which now provides an international perspective on marketing research practice.
• NEW! Presentation of Ethical Perspectives treats ethics the way they are treated in the industry, providing excerpts from the Code of Marketing Research Standards by the Marketing Research Association (MRA). This introduces students to areas of ethical sensitivity in the field to apply in their future careers.

 

Pedagogical Features Reinforce Core Concepts Throughout

• UPDATED! Marketing Research Insights illustrations and descriptions reflect new and current issues and practices in the industry within four essential categories: practical applications, social media applications, ethical considerations, and global applications.
• UPDATED! Full integration with SPSS 23.0 teaches students how to use the latest version of SPSS, a gold standard tool in marketing research.
• UPDATED! Auto Concepts case study carried throughout the book connects core concepts from every chapter, demonstrating how students can formulate problems and analyze data. By reading about a manager that has to determine the kinds of automobiles the market will demand in the future, students learn how to examine attitudes and opinions that might influence consumer choice, determine the best models, and identify market segment differences between different models.  
• UPDATED! End-of-Chapter Cases have been updated throughout the book to reflect the most current material in the book.
• NEW! Vignettes on Most Innovative Marketing Research give students a more academic and realistic perspective of marketing research.
• Career Links connect students to the most up-to-date career opportunities in the field.
• Active Learning Challenges, included at strategic points in each chapter,are short exercises that ask students to apply recently learned concepts.
• Synthesize Your Learning features help students integrate material learned across chapters.
• Guidelines on Reporting Statistical Analysis to Clients teach students how to write up analysis findings in a pleasing way for the client.
• Advanced Data Analysis Modules and Case-Related Datasets are available online through Pearson.

 

For courses in global marketing.

 

Marketing Research

The Eighth Edition of Marketing Research continues to provide students with a “nuts and bolts” introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data.

 

This new edition continues with the successful condensed and streamlined organization as the previous edition. An integrated case study throughout the text helps students relate the material to the real world–and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies.

Alvin C. Burns is the Ourso Distinguished Chair of Marketing and Chairperson of Marketing in the E. J. Ourso College of Business Administration at Louisiana State University. He received his doctorate in marketing from Indiana University and an MBA from the University of Tennessee. Professor Burns has taught undergraduate and master’s-level courses as well as doctoral seminars in marketing research for over 40 years. During this time, he has supervised a great many marketing research projects conducted for business-to-consumer, business-to-business, and not-for-profit organizations. His articles have appeared in the Journal of Marketing Research, Journal of Business Research, Journal of Advertising Research, and others. He is a Fellow in the Association for Business Simulation and Experiential Learning. He resides in Baton Rouge, Louisiana, with his wife, Jeanne; their purebred Yellow Lab, Shadeaux (it’s a Louisiana thing!); and Indy, their mixed-breed rescue dog who wandered into their backyard on a Fourth of July weekend.

Ann Veeck is Professor of Marketing at Western Michigan University.  She received her Ph.D. in Business, with a major in marketing and a minor in statistics, from Louisiana State University and her Master’s of Marketing Research from the University of Georgia.  She has taught marketing research, and related courses, to thousands of undergraduate and MBA students for over 17 years.  The main focus of her research is family and food consumption patterns in developing nations, with an emphasis on China.  She has also published extensively on best learning practices in marketing.  She has received top awards in both teaching (2013) and research (2016) from the Haworth College of Business, and the national Access Capon Award for innovative teaching from the Marketing Management Association in 2012.  Ann lives in Kalamazoo, Michigan, with her husband, Gregory Veeck. 

 

Ronald F. Bush is Distinguished University Professor of Marketing at the University of West Florida. He received his B.S. and M.A. from the University of Alabama and his Ph.D. from Arizona State University. With over 35 years of experience in marketing research, Professor Bush has worked on research projects with firms ranging from small businesses to the world’s largest multinationals. He has served as an expert witness in trials involving research methods, often testifying on the appropriateness of research reports. His research has been published in leading journals, including the Journal of Marketing, Journal of Marketing Research, Journal of Advertising Research, Journal of Retailing, and Journal of Business, among others. In 1993, he was named a Fellow by the Society for Marketing Advances. He and his wife, Libbo, live on the Gulf of Mexico, where they can often be found playing “throw the stick” with their Scottish terrier, Maggie.

1. Introduction to Marketing Research
2. The Marketing Research Industry
3. The Marketing Research Process and Defining the Problem and Research Objectives
4. Research Design
5. Secondary Data and Packaged Information
6. Qualitative Research Techniques
7. Evaluating Survey Data Collection Methods
8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
9. Selecting the Sample
10. Determining the Size of a Sample
11. Dealing with Field Work and Data Quality Issues
12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
13. Implementing Basic Differences Tests
14. Making Use of Associations Tests
15. Understanding Regression Analysis Basics
16. The Research Report

For courses in global marketing.

 

Marketing Research

The Eighth Edition of Marketing Research continues to provide readers with a “nuts and bolts” introduction to the field of marketing research. Intended for readers with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data.

 

This new edition continues with the successful condensed and streamlined organization as the previous edition. An integrated case study throughout the text helps readers relate the material to the real world–and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies.