Introducing Marketing Research

ISBN-13: 9780471497707 / Angielski / Miękka / 2002 / 368 str.

Paul Baines; Bal Chansarker; Pat Baines

Opis

The primary purpose of marketing research is to gather information which will allow your company or organisation to make better, more informed decisions. Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course, they do not focus on important qualitative issues such as depth interviews and focus groups - Baines and Chansarkar redress this imbalance. Written as an introduction to marketing research for students taking a one-semester module Introducing Market Research includes chapters on business to business marketing research and Internet marketing research. The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.

Recenzje

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

Spis treści

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

O autorze

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.

Blurb

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.