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For undergraduate and graduate courses in marketing research. With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilising a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry. 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: An Applied Orientation, Global Edition

• Digital Resources for Students


• Title Page


• Copyright Page


• Brief Contents


• Contents


• Foreword


• Preface


• Acknowledgments


• About the Author


• Commendation


• Part 1: Introduction and Early Phases of Marketing Research


• 1. Introduction to Marketing Research


• Objectives


• Overview


• Definition of Marketing Research


• A Classification of Marketing Research


• The Marketing Research Process


• Step 1: Problem Definition


• Step 2: Development of an Approach to the Problem


• Step 3: Research Design Formulation


• Step 4: Fieldwork or Data Collection


• Step 5: Data Preparation and Analysis


• Step 6: Report Preparation and Presentation


• The Role of Marketing Research in Marketing Decision Making


• Marketing Research and Competitive Intelligence


• The Decision to Conduct Marketing Research


• The Marketing Research Industry


• Selecting a Research Supplier


• Employability in Marketing Research


• The Department Store Patronage Project


• International Marketing Research


• Marketing Research and Social Media


• Mobile Marketing Research


• Ethics in Marketing Research


• SPSS Windows and SAS Enterprise Guide


• HP Running Case


• Summary


• Key Terms and Concepts


• Suggested Cases, HBS Cases, and Video Cases


• Live Research: Conducting a Marketing Research Project


• Acronyms


• Exercises


• Internet and Computer Exercises


• Activities


• Video Case 1.1: Burke: Learning and Growing Through Marketing Research


• 2. Defining the Marketing Research Problem and Developing an Approach


• Objectives