MR (with Printed Access Card)

ISBN-10: 1111532400

ISBN-13: 9781111532406

Edition: 2012

List price: $69.95
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Book details

List price: $69.95
Copyright year: 2012
Publisher: Cengage South-Western
Publication date: 8/23/2011
Binding: Paperback
Pages: 208
Size: 8.50" wide x 11.00" long x 0.50" tall
Weight: 1.342
Language: English

Tom J. Brown, received his Ph.D. from the University of Wisconsin-Madison in 1994. Prior to joining the marketing faculty at Oklahoma State University, he served on the faculty at Southern Methodist University. Professor Brown teaches marketing research and has supervised dozens of student research projects for industry clients ranging from not-for-profit service organizations to Fortune 500 companies. Professor Brown is a past recipient of the Sheth Foundation Best Paper Award in the Journal of the Academy of Marketing Science. In addition, he received a Richard D. Irwin Foundation Doctoral Dissertation Fellowship while at the University of Wisconsin, the Kenneth D. and Leitner Greiner Teaching Award and the Regents Distinguished Research Award, both at Oklahoma State University. Professor Brown's articles have appeared in such publications as the Journal of Marketing Research, the Journal of Marketing, the Journal of Consumer Research, the Journal of the Academy of Marketing Science, the Journal of Retailing, the Cornell Hotel and Restaurant Administration Quarterly, and the Journal of Service Research, among others. His research interests include services marketing and corporate branding and reputation. He has served on the editorial review boards of the Journal of the Academy of Marketing Science and Corporate Reputation Review and is cofounder of the Corporate Associations/Identity Research Group. He is currently a member of the Academic Council of the American Marketing Association.

Marketing Research: From Data to Information to Recommended Strategies
The problem: Marketers need information
Who does marketing research?
Why study marketing research?
The research process
The Research Question: Formulation of the Problem/Opportunity
Problems versus opportunities
The problem formulation process
Preparing an effective research request agreement
The research proposal
Research to avoid
Choosing a research supplier
Exploratory, Descriptive and Causal Research Designs
Types of research design
Exploratory research designs
Descriptive research designs
Causal research designs
Market testing
Collecting Secondary Data from Inside and Outside the Firm
Secondary data versus primary data
Advantages and disadvantages of secondary data
Internal secondary data
Components of a decision support system
External secondary data
Standardized marketing information services
Collecting Primary Data by Communication
Types of primary data
Collecting data by communication versus observation
Structured versus unstructured communication
Issues in the use of disguise
Methods of administering questionnaires
Collecting Primary Data by Observation
Observation research
Structured versus unstructured observation
Using disguise with observation research
Choosing a natural or contrived setting for observation
Human versus mechanical observation
Asking Good Questions
Scales of measurement
Measuring attitudes and other unobservable variables
Self-report attitude scales
Other issues in designing scales
Establishing the validity and reliability of measures
Designing the Questionnaire or Observation Form
Steps in questionnaire design
Designing observation forms
Planning the Sample and Sample Size
Developing the sampling plan
Nonprobability samples
Probability samples
How big a sample do you need?
Data Collection: Enhancing Response Rates while Limiting Errors and Biases
Importance of nonsampling errors
Types of nonsampling errors
Calculating response rates
Improving response rates
Data Preparation for Analysis
Editing
Coding
Cleaning the data
Handling missing data
Analysis & Interpretation: Individual Variables Independently
Basic univariate statistics: Categorical measures
Basic univariate statistics: Continuous measures
Hypothesis testing
Testing hypotheses about individual variables
Analysis & Interpretation: Multiple Variables Simultaneously
Analyses with categorical measures
Analyses with categorical and continuous measures
Analyses with continuous measures
The Research Answer: Project Findings and Strategic Recommendations
The written research report: Writing standards
The written research report
The oral presentation
Using graphics to communicate results
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