Just what you need! Essentials of Marketing Research, 2e is a lively, practical and concise text, ideal for a one-semester course in marketing research. The book presents marketing research concepts with an applied and managerial orientation. Local and international examples and cases help students' comprehension of the concepts. All design chapters precede data collection chapters, thereby providing a logical flow to the market research process. Our three Australian authors have extensive experience as teaching academics, researchers and practitioners and significantly contribute to the readability and practicality of the text.

Table of Contents

Part 1: The marketing research process 1. Defining the marketing research problem 2. Formulating the research objectives and research design Part 2: Developing a research design 3. Secondary data methods 4. Qualitative research methods 5. Research design and experimentation 6. Internet research Part 3: Collecting the data 7. Questionnaire design, measurement and scaling 8. Sampling: design, procedures and statistical considerations 9. Fieldwork and data preparation Part 4: Analysing and reporting the results 10. Basic data analysis 11. Advanced data analysis 12. Report preparation and presentation SUPPLEMENTS Instructor's Manual containing teaching notes, answers to questions, problems and cases, and suggested activities. PowerPoint Slides Test Item File