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For courses in global marketing.

A conceptual approach and introduction to the field of marketing research

Written with an emphasis on the practical application of marketing research methods, Marketing Research teaches the basic fundamental statistical techniques needed to analyse market data. The 9th Edition has been updated to offer the most current insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data. Additionally, an updated and integrated case study throughout the text helps students relate the material to the real world -- and their future careers.

Marketing Research, Global Edition

• 1. Introduction to Marketing Research
• 2. The Marketing Research Industry
• 3. The Marketing Research Process and Defining the Problem and Research Objectives
• 4. Research Design
• 5. Secondary Data and Packaged Information
• 6. Qualitative Research Techniques
• 7. Evaluating Survey Data Collection Methods
• 8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
• 9. Selecting the Sample
• 10. Determining the Size of a Sample
• 11. Dealing with Field Work and Data Quality Issues
• 12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
• 13. Implementing Basic Differences Tests
• 14. Making Use of Associations Tests
• 15. Understanding Regression Analysis Basics
• 16. Communicating Insights