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ISBN 10: 1305263472
ISBN 13: 978-1305263475
Author: Barry Babin, William Zikmund
ESSENTIALS OF MARKETING RESEARCH, 6E, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. Covering essential principles and techniques in a streamlined, engaging way, the text equips readers with the core knowledge and skills needed to manage marketing research effectively. This proven text provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. Designed specifically for readers who prefer a concise introduction to marketing research topics, the Sixth Edition of this trusted text features updates based on recent trends and technology, including an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research.
Essentials of Marketing Research 6th Table of contents:
Part One: Introduction
Ch 1: The Role of Marketing Research
Ch 1: Learning Outcomes
Ch 1: Introduction
What Is Marketing Research?
Applied and Basic Marketing Research
Marketing Research and Strategic Management Orientation
Planning and Implementing a Marketing Mix
When Is Marketing Research Needed?
Marketing Research in the Twenty-First Century
Ch 1: Summary
Ch 1: Key Terms and Concepts
Ch 1: Questions for Review and Critical Thinking
Ch 1: Research Activities
Ch 2: Harnessing Big Data into Better Decisions
Ch 2: Learning Outcomes
Ch 2: Introduction
Data, Information, and Intelligence Equal Value
The Characteristics of Valuable Information
Decision Support Systems
Database Sources and Vendors
Marketing Analytics
Data Technology and Ethics
Ch 2: Summary
Ch 2: Key Terms and Concepts
Ch 2: Questions for Review and Critical Thinking
Ch 2: Research Activities
Ch 3: The Marketing Research Process
Ch 3: Learning Outcomes
Ch 3: Introduction
Decision Making and Marketing Research
Types of Marketing Research
Stages in the Research Process
The Research Program Strategy
Ch 3: Summary
Ch 3: Key Terms and Concepts
Ch 3: Questions for Review and Critical Thinking
Ch 3: Research Activities
Ch 4: The Human Side of Marketing Research: Organizational and Ethical Issues
Ch 4: Learning Outcomes
Ch 4: Introduction
Who Should Do the Research?
Working in the Marketing Research Field
Conflict between Marketing Management and Marketing Research
Ethical Issues in Marketing Research
The Researcher and Conflicts of Interest
Ch 4: Summary
Ch 4: Key Terms and Concepts
Ch 4: Questions for Review and Critical Thinking
Ch 4: Research Activities
Part Two: Designing Research Studies
Ch 5: Qualitative Research Tools
Ch 5: Learning Outcomes
Introduction: What Is Qualitative Research?
Contrasting Qualitative with Quantitative Methods
Qualitative Research and Exploratory Research Designs
Qualitative Research Orientations
Common Techniques Used in Qualitative Research
Preparing a Focus Group Outline
Modern Technology and Qualitative Research
Exploratory Research in Science and in Practice
Ch 5: Summary
Ch 5: Key Terms and Concepts
Ch 5: Questions for Review and Critical Thinking
Ch 5: Research Activities
Ch 6: Secondary Data Research in a Digital Age
Ch 6: Learning Outcomes
Ch 6: Introduction
Using Secondary Data in Marketing Research
Typical Objectives for Secondary-Data Research Designs
Sources of Internal Secondary Data
External Secondary Data Sources
Single-Source and Global Research in the Big Data Era
Ch 6: Summary
Ch 6: Key Terms and Concepts
Ch 6: Questions for Review and Critical Thinking
Ch 6: Research Activities
Ch 7: Survey Research
Ch 7: Learning Outcomes
Ch 7: Introduction
The Types of Information Gathered Using Surveys
Sources of Error in Surveys
Ways Marketing Researchers Conduct Survey Interviews
Conducting Personal Interviews
Surveys Using Self-Administered Questionnaires
Pretesting Survey Instruments
Ethical Issues in Survey Research
Ch 7: Summary
Ch 7: Key Terms and Concepts
Ch 7: Questions for Review and Critical Thinking
Ch 7: Research Activity
Ch 8: Observation
Ch 8: Learning Outcomes
Ch 8: Introduction
Technology and Observation in Marketing Research
Direct and Contrived Observation
Ethical Issues in the Observation of Humans
Observation of Physical Objects
Mechanical Observation
Measuring Physiological Reactions
Eye-Tracking Monitor
Ch 8: Summary
Ch 8: Key Terms and Concepts
Ch 8: Questions for Review and Critical Thinking
Ch 8: Research Activities
Ch 9: Conducting Marketing Experiments
Ch 9: Learning Outcomes
Ch 9: Introduction
The Characteristics of Experiments
Basic Issues in Experimental Design
Demand Characteristics and Experimental Validity
Internal versus External Validity
Test-Marketing
Ethical Issues in Experimentation
Ch 9: Summary
Ch 9: Key Terms and Concepts
Ch 9: Questions for Review and Critical Thinking
Ch 9: Research Activities
Part Three: Measurement
Ch 10: Measurement and Attitude Scaling
Ch 10: Learning Outcomes
Ch 10: Introduction
What Needs to Be Measured?
Levels of Scale Measurement
Indexes and Composites
Validity
What Is an Attitude?
Attitude Measures and Scaling
Attitudes and Intentions
Ch 10: Summary
Ch 10: Key Terms and Concepts
Ch 10: Questions for Review and Critical Thinking
Ch 10: Research Activities
Ch 11: Questionnaire Design
Ch 11: Learning Outcomes
Ch 11: Introduction
Basic Considerations in Questionnaire Design
Question Phrasing: Open- or Closed-Ended Statements?
Avoiding Mistakes
Order Bias
Survey Technology
Pretesting and Revising Questionnaires
Ch 11: Summary
Ch 11: Key Terms and Concepts
Ch 11: Questions for Review and Critical Thinking
Ch 11: Research Activity
Part Four: Sampling and Statistical Theory
Ch 12: Sampling Designs and Sampling Procedures
Ch 12: Learning Outcomes
Ch 12: Introduction
Why Sample?
Identifying a Relevant Population and Sampling Frame
Random Sampling and Nonsampling Errors
Probability versus Nonprobability Sampling
What Is the Appropriate Sample Design?
Ch 12: Summary
Ch 12: Key Terms and Concepts
Ch 12: Questions for Review and Critical Thinking
Ch 12: Research Activity
Ch 13: Big Data Basics: Describing Samples and Populations
Ch 13: Learning Outcomes
Ch 13: Introduction
Descriptive Statistics and Basic Inferences
Distinguish between Population, Sample, and Sample Distribution
Central-Limit Theorem
Estimation of Parameters and Confidence Intervals
Sample Size
Assess the Potential for Nonresponse Bias
Ch 13: Summary
Ch 13: Key Terms and Concepts
Ch 13: Questions for Review and Critical Thinking
Ch 13: Research Activities
Part Five: Basic Data Analytics
Ch 14: Basic Data Analysis
Ch 14: Learning Outcomes
Ch 14: Introduction
Coding Qualitative Responses
The Nature of Descriptive Analysis
Creating and Interpreting Tabulation
Data Transformation
Hypothesis Testing Using Basic Statistics
Significance Levels and p-values
Univariate Tests of Means
Ch 14: Summary
Ch 14: Key Terms and Concepts
Ch 14: Questions for Review and Critical Thinking
Ch 14: Research Activities
Ch 15: Testing for Differences between Groups and for Predictive Relationships
Ch 15: Learning Outcomes
Ch 15: Introduction
What Is the Appropriate Test Statistic?
Cross-Tabulation Tables: The X2 Test for Goodness-of-Fit
The t-Test for Comparing Two Means
One-Way Analysis of Variance (ANOVA)
Statistical Software
General Linear Model
Ch 15: Summary
Ch 15: Key Terms and Concepts
Ch 15: Questions for Review and Critical Thinking
Ch 15: Research Activities
Ch 16: Communicating Research Results
Ch 16: Learning Outcomes
Ch 16: Introduction
The Project and the Report
Using Tables Effectively
Using Charts Effectively
Oral Presentation
Reports on the Internet and Follow-Up
Ch 16: Summary
Ch 16: Key Terms and Concepts
Ch 16: Questions for Review and Critical Thinking
Ch 16: Research Activity
A Final Note on Marketing Research
Part Six: Comprehensive Cases with Computerized Databases
Comprehensive Cases
Case 1: Running the Numbers: Does It Pay?
Case 2: Good Times at GoodBuy?
Case 3: Attiring Situation
Case 4: Values and the Automobile Market
Case 5: Say It Ain’t So! Is This the Real Thing?
Case 6: TABH, INC., Automotive Consulting
Case 7: Knowing the Way
Endnotes
Index
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