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		Table of Contents
		Features and Benefits
		Supplements
		Author Information


	Marketing 10e: Marketing in the 21st Century Joel R. Evans, Ph.D., Barry Berman, Ph.D.

	Essentials of Marketing Dana-Nicoleta Lascu, Ph.D., Kenneth E. Clow, Ph.D.

	Shopper, Buyer, and Consumer Behavior Jay Lindquist, Ph.D., M. Joseph Sirgy, Ph.D.

	Personal Selling: A Relationship Approach Ronald Marks

	Reality Sales: Role Plays for the Real World Jane Z. Sojka, Dawn R. Deeter-Schmelz

	Strategic Marketing Syed Akhter, Ph.D.

	Strategic Marketing Communications: A Systems Approach to IMC M. Joseph Sirgy, Ph.D., Don Rahtz

	International Marketing Dana-Nicoleta Lascu, Ph.D.

	Services Marketing: Operation, Management, and Strategy Kenneth E. Clow, Ph.D., David L. Kurtz, Ph.D.

	International Marketing Dana-Nicoleta Lascu, Ph.D.

	Internet Marketing: Integrating Online and Offline Strategies Mary Lou Roberts

Marketing Research: An Aid to Decision Making, 3e

Alan T. Shao, Ph.D., University of North Carolina-Charlotte
Kevin Zheng Zhou, Ph.D., University of Hong Kong

Online Edition: $109.75

ISBN-10: 1592602886
ISBN-13: 9781592602889

Description

We are confident that the new edition of Marketing Research: An Aid to Decision Making will dramatically improve students’ knowledge of marketing research because practitioners, academicians, and past users of the text recommended many of the changes and new topics that we incorporated into this edition. The fact is, there have been numerous changes in the research industry and global marketplace that warrant special attention. When you consider how research organizations are consolidating, economies are growing worldwide, and competition is intensifying, there is a resounding plea for improved knowledge by decision-makers.

Table of Contents:

Part 1 An Overview of Marketing Research
1. Marketing Research: Initial Questions
2. Marketing Research Process and Problem Identification

Part 2 Research Design
3. Marketing Research and Information Technology
4. Secondary Data and Information Online
5. Primary Data Collection: Qualitative and Observational Research
6. Primary Data Collection: Survey Research
7. Measurement and Scaling
8. Questionnaire Design
9. Experimentation and Test Marketing
10. Fundamentals of Sampling
11. Marketing Research Worldwide

Part 3 Research Implementation
12. Preparation of Data for Analysis
13. Descriptive Statistics
14. Hypothesis Testing
15. Group Difference Tests
16. Correlation and Regression
17. Multivariate Statistics
18. Communicating the Research Findings


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