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Basic Marketing Research Customer Insights and Managerial Action 8th Edition by Tom Brown, Tracy Suter, Gilbert Churchill 1133188540 978-1133188544

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ISBN 10: 1133188540

ISBN 13: 978-1133188544

Author: Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill

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.

Table of 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

  1. Decision Support Systems: Introduction

  2. Decision Support Systems: Working with Big Data

  3. Using External Secondary Data

PART III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS

  1. Causal Research

  2. Collecting Descriptive Primary Data

  3. Collecting Data by Observation

  4. Collecting Data by Communication

  5. Asking Good Questions

  6. Designing the Data Collection Form

  7. Developing the Sampling Plan

  8. Data Collection: Enhancing Response Rates while Limiting Errors

PART IV: ANALYZING DATA

  1. Data Preparation for Analysis

  2. Analysis and Interpretation: Individual Variables Independently

  3. Analysis and Interpretation: Multiple Variables Simultaneously

PART V: REPORTING THE RESULTS

  1. The Oral Research Presentation

  2. The Written Research Report

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Tags: Tom Brown, Tracy Suter, Gilbert Churchill, Marketing