Marketing Research with Student Resource Access 12 Months
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|Format:||Mixed media product, 608 pages, Asia Pacific ed Edition|
|Published In: ||Australia, 16 August 2010|
This edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model which is reinforced throughout the text. Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, it also examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data mining and the increasing use of online panels. To strength its 'learning by doing' approach, this edition of integrates Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results. For analysing data, the text covers both SPSS and Excel outputs. Finally, each stage of research reporting is explained, as well as a range of presentation methodologies. This text is indispensible for students studying marketing research in any business or marketing course.
Table of Contents
Part one: Introduction to the research process 1. The role of marketing research and the research process Part two: Defining the problem 2. Problem definition and the research process Part three: Planning the research design 3. Qualitative research 4. Digital research using secondary data 5. Survey research 6. Observation 7. Experimental research and test marketing 8. Measurement 9. Questionnaire design Appendix 9A Question wording and measurement scales for commonly researched topics Part four: Planning the sample 10. Sampling: Sample design and sample size Part five: Collecting the data 11. Editing and coding: Transforming raw data into information Part six: Analysing the data 12. Univariate statistical analysis: A recap of inferential statistics 13. Bivariate statistical analysis: Tests of differences 14. Bivariate statistical analysis: Tests of association 15. Multivariate statistical analysis Appendix 15 A Measuring consumer utility Part seven: Formulating conclusions and writing the final report 16. Communicating research results: Research report, oral presentation, and research follow-up Appendix A Statistical tables
About the Author
In addition to coauthoring four textbooks, Barry Babin has published over 70 research publications in prestigious periodicals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Business Research, the Journal of Retailing, Psychological Reports, Psychology and Marketing, and the Journal of the Academy of Marketing Science. Dr. Babin also has won numerous honors for his research, including the University of Southern Mississippi Louis K. Brandt Faculty Research Award (on three occasions), the 1996 Society for Marketing Advances (SMA) Steven J. Shaw Award, and the 1997 Omerre DeSerres Award for Outstanding Contributions to Retail and Service Environment Research. His research focuses on the effect of the service environment on employees and customers, and his expertise lies in building successful outcomes that support long-lasting, mutually beneficial relationships with employees and customers. He also has expertise in encouraging creativity in the workplace and in wine marketing. Dr. Babin's primary teaching specialties involve consumers and service quality, marketing research, and creative problem solving, and he is a popular and frequent international presenter, having lectured in Australia, South Korea, France, Germany, Canada, and the United Kingdom. Dr. Babin is current president of the Academy of Marketing Sciences, former president of the Society of Marketing Advances, and marketing editor for the Journal of Business Research. Ben Lowe was until recently a lecturer in marketing at Griffith University, Brisbane. Ben will commence lecturing at Kent Business School, Imperial College (UK) from 2007. Ben has been teaching courses in marketing research at undergraduate and postgraduate level for over five years and has consulted on market research projects to organisations in Australia. Ben's primary research interests relate to pricing, consumer decisionmaking, new products marketing, and more broadly, marketing strategy, and his research in these areas has been published in internationally renowned journals and conferences, worldwide. These research projects focus around his PhD thesis which examines consumer perceptions of pricing strategies for new products, using an experimental method. Ben's research method expertise lies in statistics, stemming from a degree in econometrics at the University of Sydney, and experimentation, stemming from several projects which use experimentation as the primary method. Hume is an Associate Professor in Business at Macquarie University, Sydney. He is regarded as one of Australia's authorities on conjoint analysis and research design. Over the last 25 years he has taught the full range of marketing courses in universities across Australia, SE-Asia, Eastern Europe, Canada and the USA. Hume currently teaches in marketing research and marketing metrics at undergraduate and postgraduate levels. He has also published in marketing theory, consumer behaviour and research methodology and he has contributed to publications in psychology, management, accounting and banking. A native of the Chicago area, William G. Zikmund was a professor of marketing at Oklahoma State University and died shortly after completing the eighth edition. He received a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Before beginning his academic career, Professor Zikmund worked in marketing research for Conway/Millikin Company (a marketing research supplier) and Remington Arms Company (an extensive user of marketing research). Professor Zikmund also has served as a marketing research consultant to several business and nonprofit organizations. During his academic career, Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals, ranging from the Journal of Marketing to the Accounting Review to the Journal of Applied Psychology. In addition to Exploring Marketing Research, Professor Zikmund authored Essentials of Marketing Research, Business Research Methods, Marketing, Effective Marketing, and a work of fiction, A Corporate Bestiary. Professor Zikmund was a member of several professional organizations, including the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the Society for Marketing Advances, the Marketing Educators' Association, and the Association of Collegiate Marketing Educators. He served on the editorial review boards of the Journal of Marketing Education, Marketing Education Review, Journal of the Academy of Marketing Science, and Journal of Business Research. Steve is a Senior Lecturer in marketing at Macquarie University. He currently teaches in the areas of Market Research, Consumer Behaviour and Digital Marketing. Steve has published 58 refereed papers in leading international journals, books, and conferences as well as co-authoring numerous textbooks.
|Publisher: ||Cengage Learning Australia|
|Dimensions: ||24.0 x 18.0 x 2.0 centimeters|