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For courses in global marketing.   Marketing Research: The Fundamentals The 8th Edition of Marketing Research continues to provide students with a “nuts and bolts” introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyse market data.   This edition has been condensed and reorganised for a more streamlined approach. An integrated case study throughout the text helps students relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Marketing Research, Global Edition

• Inside Front Cover


• Title Page


• Copyright Page


• Brief Contents


• Contents


• Preface


• About the Authors


• Chapter 1: Introduction to Marketing Research


• 1-1. Marketing Research Is Part of Marketing


• The Philosophy of the Marketing Concept Guides Managers? Decisions


• The ?Right? Marketing Strategy


• 1-2. What Is Marketing Research?


• Is It Marketing Research or Market Research?


• The Function of Marketing Research


• 1-3. What Are the Uses of Marketing Research?


• Identifying Market Opportunities and Problems


• Generating, Refining, and Evaluating Potential Marketing Actions


• Monitoring Marketing Performance


• Improving Marketing as a Process


• Marketing Research Is Sometimes Wrong


• 1-4. The Marketing Information System


• Components of an MIS


• Summary


• Key Terms


• Review Questions/Applications


• Case 1.1: Anderson Construction


• Case 1.2: Integrated Case: Auto Concepts


• Chapter 2: The Marketing Research Industry


• 2-1. Evolution of an Industry


• Earliest Known Studies


• Why Did the Industry Grow?


• The 20th Century Led to a ?Mature Industry?


• 2-2. Who Conducts Marketing Research?


• Client-Side Marketing Research


• Supply-Side Marketing Research


• 2-3. The Industry Structure


• Firm Size by Revenue


• Types of Firms and Their Specialties


• Industry Performance


• 2-4. Challenges to the Marketing Research Industry


• New and Evolving Sources of Data and Methods


• Effective Communication of Results


• Need for Talented and Skilled Employees


• 2-5. Industry Initiatives


• Industry Performance Initiatives


• 2-6. A Career