∗ 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.
Foreword by David Smith
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