This exciting new text offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those findings to make effective management decisions, the authors offer a unique learning-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making.
Covering key statistical concepts, the book includes exercises especially designed to teach students how to interpret and apply marketing research results. To make teaching and learning easier, numerous data sets and case studies are offered through the online resources for instructors and students, which also offer step-by-step SPSS instructions. In addition, the easy-to-follow composition of the text and its accompanying learning aids make it an excellent choice for online courses as well as those taught face-to-face.
Spis treści
PART I. INTRODUCTION TO MARKETING RESEARCH
1. The Role of Marketing Research
2. The Marketing Research Process
PART II. TYPES OF MARKETING RESEARCH
3. Secondary Research
4. Qualitative Research
5. Observation Research
6. Experimental Research
7. Survey Research
PART III. SAMPLING AND MEASUREMENT
8. Sampling Procedures
9. Measurement Methods
10. Marketing Scales
11. Questionnaire Design
PART IV. ANALYZING AND REPORTING MARKETING RESEARCH
12. Fundamental Data Analysis
13. Analysis of Differences and Regression Analysis
14. Market Research Reports and Presentations
O autorze
Dr. Karen E. James is a professor of Marketing and Chair of the Department of Management and Marketing at Louisiana State University Shreveport, where she holds the Joe and Abby Averett Professorship in Business. Dr. James earned both her DBA (1994) and MBA (1987) degrees from Southern Illinois University in Carbondale. She also received a Bachelor of Arts degree from Purdue University in Mass Communication after completing a double major in Public Relations and Radio and Television Production. Dr. James has extensive consulting experience, including health care marketing and focus group moderation consulting. She has created numerous educational supplements for various publishers and teaches marketing research on a regular basis. Her writings have been published in the Business Communication Quarterly, The Journal of Marketing Management, Services Marketing Quarterly, the Higher Education Management and Policy Journal, and the Journal of Education for Business and Marketing Management, among others.
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