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PRODUCT ONLY AVAILABLE WITHIN CENGAGE UNLIMITED. ESSENTIALS OF MARKETING RESEARCH, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. This proven resource provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data.
List of contents
Part 1: INTRODUCTION.
1.The Role of Marketing Research.
2. Harnessing Big Data into Better Decisions.
3. The Marketing Research Process.
4. The Human Side of Marketing Research: Organizational and Ethical Issues.
Part II: DESIGNING RESEARCH STUDIES.
5. Qualitative Research Tools.
6. Secondary Data Research in a Digital Age.
7. Survey Research.
8. Observation.
9. Conducting Marketing Experiments.
Part III: MEASUREMENT.
10. Measurement and Attitude Scaling.
11. Questionnaire Design.
Part IV: SAMPLING AND STATISTICAL THEORY.
12. Sampling Designs and Sampling Procedures.
13. Big Data Basics: Describing Samples and Populations.
Park V: BASIC DATA ANALYTICS.
14. Basic Data Analysis.
15. Testing for Differences between Groups and for Predictive Relationships.
16. Communicating Research Results.
Part VI: MARKETING ANALYTICS TOOLS.
17. Beyond the Basics in Basic Data Analysis.
18. Advanced Topics in Linear Analytics.
19. Testing Hypotheses with GLM Procedures.
20. Introducing Multivariate Data Analysis.
21. Multivariate Data Analysis: Analytics with Interdependence Techniques.
22. Primer on Structural Equations Modeling.
Part VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES.
Comprehensive Cases
Appendix: Statistical Tables.
About the author
Barry J. Babin has authored more than 100 research publications in some of today's most prestigious peer-reviewed research periodicals, such as the Journal of Marketing, Journal of Consumer Research, Journal of Business Research, Journal of Retailing, Psychology and Marketing, Journal of the Academy of Marketing Science and the International Journal of Wine Business Research. Dr. Babin is currently Morris Lewis Professor of Marketing and chair of marketing in the Ole Miss Business School. He has won numerous honors for his research, including the Louis K. Brandt Faculty Research Award from the University of Southern Mississippi, Outstanding Researcher in the COB at Louisiana Tech University, the 1996 Society for Marketing Advances (SMA) Steven J. Shaw Award, the 1997 Omerre Deserres Award for Outstanding Contributions to Retail and Service Environment Research and the Academy of Marketing Science’s prestigious Harold W. Berkman Distinguished Service Award. Dr. Babin is a past president of the Academy of Marketing Science and the Society for Marketing Advances and has been recognized as a distinguished fellow of both organizations. His research focuses on the effect of the service environment in creating value for employees and customers and on the impact of big data on consumer liberty. He offers expertise in building and understanding value that leads to long-lasting, mutually beneficial relationships with employees and customers. His teaching specialties involve advanced methods of marketing and consumer research and creative problem solving. A frequent international lecturer, he has presented in Australia, South Korea, France, Germany, Mexico, New Zealand, South Africa, Canada, Sweden, Norway, Peru, Israel and the United Kingdom.
Summary
ESSENTIALS OF MARKETING RESEARCH, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. This proven resource provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data.
