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Basic Marketing Research (Book Only) by Tracy A. Suter, Tom J. Brown and Gilbert A. Churchill (2013, Trade Paperback)

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Basic Marketing Research (Book Only) by Tracy A. Suter, Tom J. Brown and Gilbert.

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Product Information

Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? It is a best seller because it's written from a student's perspective. Authors Brown, Suter, and Churchill know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.Available with InfoTrac® Student Collections http://gocengage.com/infotrac.

Product Identifiers

Publisher
Cengage South-Western
ISBN-10
1111525293
ISBN-13
9781111525293
eBay Product ID (ePID)
159886707

Product Key Features

Author
Tracy A. Suter, Gilbert A. Churchill, Tom J. Brown
Publication Name
Basic Marketing Research (Book Only)
Format
Trade Paperback
Language
English
Publication Year
2013
Type
Textbook
Number of Pages
512 Pages

Dimensions

Item Length
9.7in
Item Height
0.8in
Item Width
7.4in
Item Weight
44.9 Oz

Additional Product Features

Lc Classification Number
Hf5415.2
Edition Number
8
Reviews
BRIEF CONTENTS.PART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM FORMULATION.1. The Role of Marketing Research.2. The Research Process and Ethical Concerns.3. Problem Formulation.4. Exploratory Research.PART II: Working with Existing Information to Solve Problems.5. Decision Support Systems: Introduction.6. Decision Support Systems: Working with "Big Data".7. Using External Secondary Data.PART III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS.8. Causal Research.9. Collecting Descriptive Primary Data.10. Collecting Data by Observation.11. Collecting Data by Communication.12. Asking Good Questions.13. Designing the Data Collection Form.14. Developing the Sampling Plan.15. Data Collection: Enhancing Response Rates while Limiting Errors.PART IV: ANALYZING DATA.16. Data Preparation for Analysis.17. Analysis and Interpretation: Individual Variables Independently.18. Analysis and Interpretation: Multiple Variables Simultaneously.PART IV: REPORTING THE RESULTS.19. The Oral Research Presentation.20. The Written Research Report.Appendix.Endnotes.Glossary.Index.
Table of Content
BRIEF CONTENTS. PART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM FORMULATION. 1. The Role of Marketing Research. 2. The Research Process and Ethical Concerns. 3. Problem Formulation. 4. Exploratory Research. PART II: Working with Existing Information to Solve Problems. 5. Decision Support Systems: Introduction. 6. Decision Support Systems: Working with Big Data. 7. Using External Secondary Data. PART III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS. 8. Causal Research. 9. Collecting Descriptive Primary Data. 10. Collecting Data by Observation. 11. Collecting Data by Communication. 12. Asking Good Questions. 13. Designing the Data Collection Form. 14. Developing the Sampling Plan. 15. Data Collection: Enhancing Response Rates while Limiting Errors. PART IV: ANALYZING DATA. 16. Data Preparation for Analysis. 17. Analysis and Interpretation: Individual Variables Independently. 18. Analysis and Interpretation: Multiple Variables Simultaneously. PART IV: REPORTING THE RESULTS. 19. The Oral Research Presentation. 20. The Written Research Report. Appendix. Endnotes. Glossary. Index.
Copyright Date
2014
Target Audience
College Audience
Topic
Marketing / General, Marketing / Research
Illustrated
Yes
Genre
Business & Economics

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Picture 1 of 2

Basic Marketing Research (Book Only) by Tracy A. Suter, Tom J. Brown and Gilbert A. Churchill (2013, Trade Paperback)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Basic Marketing Research (Book Only) by Tracy A. Suter, Tom J. Brown and Gilbert

item 2 Basic Marketing Research: Customer Insights and Managerial Action

item 3 Basic Marketing Research (Book Only)

item 4 Basic Marketing Research (Book Only) by Brown, Tom J., Suter, Tracy A., Churchi

item 5 Basic Marketing Research: Customer Insights and Managerial Action by Tom J Brown

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