LooseLeaf for Essentials of Marketing Research https://www.mheducation.com/cover-images/Jpeg_250-high/0078112117.jpeg?404URL=https://shop.mheducation.com/mhshopweb/images/no_cover_140.png
- Connect: A highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results.  
- Application-oriented approach as well as being concise enough for use alongside cases and other course projects. 
- The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques.

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Table of Contents

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Program Details

Part 1 The Role and Value of Marketing Research Information
1 Marketing Research for Managerial Decision Making
2 The Marketing Research Process and Proposals


Part 2 Designing the Marketing Research Project
3 Secondary Data, Literature Reviews, and Hypotheses
4 Exploratory and Observational Research Designs and Data Collection Approaches
5 Descriptive and Causal Research Designs


Part 3 Gathering and Collecting Accurate Data
6 Sampling: Theory and Methods
7 Measurement and Scaling
8 Designing the Questionnaire


Part 4 Data Preparation, Analysis, and Reporting the Results
9 Qualitative Data Analysis
10 Preparing Data for Quantitative Analysis
11 Basic Data Analysis for Quantitative Research
12 Examining Relationships in Quantitative Research
13 Communicating Marketing Research Findings