The Marketing Research Guide carries you step-by-step through the complete marketing research process, providing worksheets, sample proposals, questionnaires, and a copy of a final report to give you insight into the tools and techniques of marketing research. Essential concepts are presented clearly yet concisely, enabling marketing professionals to refer to this book over and over again.
The Marketing Research Guide was chosen for Choice's 34th annual Outstanding Academic Books (OAB) list. This prestigious list includes books reveiwed in Choice during 1997 that meet the selection criteria of excellence in scholarship and presentation; significance in regard to other literature in the field; and recognition as an important, often the first, treatment of a specific subject in print or electronic format.
To facilitate the use of The Marketing Research Guide as a text for courses in marketing research, the authors have designed a comprehensive, 250-page instructor's manual. Its sample syllabus, suggestions and formats for marketing research projects, sample test questions, and guidelines for students conducting assignments will help professors as they guide their students to an understanding of the role of information in decisionmaking and the techniques involved in acquiring information for marketing decisions.
With its broad overview of marketing research, The Marketing Research Guide takes you systematically through the research process, from design to execution. Along the way, you will learn about:
- decision-making information, planning, and forecasting
- test marketing
- developing valid and reliable measurement instruments
- data-collecting methods
- designing a questionnaire
- determining sampling frame and selecting sampling method
- data-summary methods and research reports
- mail survey design and mailing procedures
- full product testing techniques and procedures
A complete, 250-page Instructor's Manual--that includes a sample syllabus, assignments, and 75 transparency masters--accompanies the book. Multiple choice and true/false questions at the end of each chapter help you develop outlines of your own marketing research projects, while the appendices provide examples that help you visualize what your own reports should look like. Another useful feature is the description of the major forecasting, sampling, and analysis techniques without the use of mathematical formulas--a quality sure to be appreciated by marketers and students ambivalent toward mathematics.
The Marketing Research Guide is ideal for managers who must negotiate, evaluate, and use marketing research as a part of the decision-making process, as well as for individuals involved in the research process who need to review marketing research procedures or find examples of specific techniques.
"THIS CLEARLY WRITTEN RESEARCH GUIDE contains contemporary business examples from NASCAR to Hummer." -- David Dyson, PhD, Professor of Management and former Dean, Oral Roberts University School of Business
"The components of the guide are supported by sound theoretical frameworks, making the book appropriate for academic use." -- James T. Simpson, Professor and Chair, Department of Management and Marketing, The University of Alabama in Huntsville
