Marketing Research, Third Edition

By Wiid, J ; Diggines, C

Marketing research can be a daunting subject if not taught correctly. The mere mention of inferential statistics or statistical significance causes many students to close their minds and develop a mental block towards the topic. This is largely because most texts spend too little time teaching students the basic concepts before ploughing into the analysis of data and associated statistical formulas. Marketing Research follows a simple layout that is easy to read with text that is written in understandable, plain English. It will equip undergraduate marketing students with the skills necessary to plan and conduct basic marketing research projects in an efficient and effective manner, in a business world which demands more and more information on which to base decisions.

Contents Include:
Chapter 1: Perspectives on marketing reseach
Chapter 2: Research ethics
Chapter 3: Overview of the marketing research process
Chapter 4: Problem definition and research objectives
Chapter 5: Research design and proposal
Chapter 6 : Collection of secondary data
Chapter 7: Collecting primary data: qualitative techniques
Chapter 8 : Collecting primary data: quantitative techiniques
Chapter 9: Measurement and questionnaire design
Chapter 10: Designing the sample plan
Chapter 11: Conducting the investigation
Chapter 12: Preparation and processing of primary data
Chapter 13: Exploratory data analysis and hypothesis testing
Chapter 14: Analysis of relationships with statistical techniques
Chapter 15: The research report

Key Benefits:
To help students, this book contains the following features:

• Learning outcomes at the beginning of every chapter
• Definitions highlighted to emphasise their importance
• Clear diagrams and figures
• Relevant and up-to-date case studies
• Self-assessment questions
• Summaries of the key issues covered in each chapter



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