Introducing Marketing Research

Informationen zum Autor PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School. BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School. Klappentext Baines and Chansarkar have written an introductory text for marketing and marketing research students. In addition, the text will appeal to marketing research practitioners new to the industry and marketing managers who commission research projects in the course of their work. The unique feature of the book is its balance between qualitative and quantitative aspects of marketing research. It includes extended coverage of important topics including international marketing research, business to business marketing research, secondary data collection and internet marketing research. * The authors have adopted a practical focus including numerous recent examples of research projects from their own consultancy and work experience. * The book is split into three parts: research design and methods, statistical considerations and contexts in marketing research. * The chapters are structured with work assignments as well as content so that the book can be used to conduct a twelve-part course in marketing research. Supplementary slides on the book's website (see below) will provide further material for either educators or market research trainers. Forewords by Robert M. Worcester, Chairman, MORI and Visiting Professor at the London School of Economics and Dr David Smith, Chairman, Citigate DVL and Visiting Professor at the University of Hertfordshire Business School. "...an excellent introductory marketing text. The examples and practical focus employed throughout make it both accessible and informative for student and practitioner alike" Dr John White, Senior Lecturer in Marketing, University of Plymouth "Introducing Marketing Research is a text that clearly identifies the recursive and interdependent nature of the decision variables involved in the development of an effective research project. This alone distinguishes it from other marketing texts where the research process is presented as a set of linear, independent set of decisions which follow neatly one after the other to lead to a conclusion.It is also a text which will, by its project focus, serve as both a reference in a practitioner's professional library and as an introductory textbook for marketing undergraduates, postgraduates and other students in non-marketing courses who have an interest in the area."Joel Haire, Lecturer in Market Research, Swinburne University, Melbourne Supplementary materials for lecturers adopting Introducing Marketing Research can be found on the website. Zusammenfassung Explores both the quantitative and qualitative aspects of marketing research. This book combines quantitative information with important qualitative issues such as interviews and focus groups. Inhaltsverzeichnis Foreword by Robert M Worcester Foreword by David Smith Preface About the Authors About the Contributors Part 1 Research Design and Methods Introduction to Marketing Research Marketing Research: Design and Process Desk Research and Secondary Data Collection Qualitative Research: Data Collection and Analysis Survey and Questionnaire Design Part 2 Statistical Considerations Basic Statistics and Data Analysis An Introduction to Sampling Hypothesis Testing and Tests of Association Hypothesis Testing and Tests of Difference Part 3 Contexts in Marketing Research International Marketing Research Internet Marketing Research Business to Business Marketd and Marketing Research Appendix 1: Selected Sourc...

List of contents

Foreword by Robert M Worcester
 
Foreword by David Smith
 
Preface
 
About the Authors
 
About the Contributors
 
Part 1 Research Design and Methods
 
Introduction to Marketing Research
 
Marketing Research: Design and Process
 
Desk Research and Secondary Data Collection
 
Qualitative Research: Data Collection and Analysis
 
Survey and Questionnaire Design
 
Part 2 Statistical Considerations
 
Basic Statistics and Data Analysis
 
An Introduction to Sampling
 
Hypothesis Testing and Tests of Association
 
Hypothesis Testing and Tests of Difference
 
Part 3 Contexts in Marketing Research
 
International Marketing Research
 
Internet Marketing Research
 
Business to Business Marketd and Marketing Research
 
Appendix 1: Selected Sources of Secondary Information
 
Appendix 2: Statistical Tables
 
Glossary
 
Index

Report

"...an excellent introduction to the topic...certainly a text I would recommend for undergraduate marketing/ marketing research courses..." (The Marketing Review, Winter 2002)

Product details

• Authors: P Baines, Pat Baines, Paul Baines, Paul Chansarkar Baines, Baines Paul, Bal Chansarkar, Chansarkar Bal, Bal Chansarker
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 22.04.2002
• EAN: 9780471497707
• ISBN: 978-0-471-49770-7
• No. of pages: 368
• Subjects: Social sciences, law, business > Business > Management; Marketingforschung, Business & management, Wirtschaft u. Management, Introductory Marketing, Allg. Marketing