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Marketing Research 4th Edition by Joseph Hair Jr, Bryan Lukas Associate Professor ISBN 1743078765 9781743078761

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ISBN 10: 1743078765
ISBN 13: 9781743078761
Author: Joseph Hair Jr, Bryan Lukas Associate Professor

Marketing Research provides a contemporary and managerially relevant discussion of the key principles in the dynamic field of marketing research. The authors take an application-oriented approach, providing students with the tools and skills necessary to solve business challenges and exploit business opportunities. It strikes the right balance between quantitative and qualitative data discussions encouraging an understanding of best practice in data collection and analysis, supported by strong theoretical discussion and relevant case studies. The fourth edition has a new industry voice with insights from Ken Roberts, founder and president of Forethought Research. Ken’s industry cases, Food for Thought, tie theory to real world business practice using experiences from clients in ANZ, Asia and the US. This fourth edition has been revised and updated with streamlined chapters, increased coverage of social media, and all new end of chapter material. Students and instructors have access to a thorough digital package offering quizzes, exercises, and SSPS data sets.
 

Marketing Research 4th Edition Table of contents:

  1. Introduction to Marketing Research

    • The role and importance of marketing research
    • The marketing research process: an overview
    • Types of marketing research
    • Ethical issues in marketing research

  2. Defining the Problem and Research Objectives

    • The importance of problem definition
    • Translating marketing problems into research objectives
    • Formulating research questions
    • Research design considerations

  3. Developing the Research Plan

    • Types of research designs: exploratory, descriptive, and causal
    • Secondary data vs. primary data
    • Determining the sampling method
    • Questionnaire design and pre-testing

  4. Data Collection Methods

    • Quantitative vs. qualitative data collection
    • Survey methods: online, face-to-face, telephone, and mail surveys
    • Observation methods
    • Focus groups and in-depth interviews

  5. Sampling Techniques

    • Understanding populations and samples
    • Probability sampling methods
    • Non-probability sampling methods
    • Determining sample size

  6. Data Preparation and Analysis

    • Cleaning and validating data
    • Descriptive statistics: frequency distributions, mean, median, mode
    • Using software tools for data analysis (e.g., SPSS, Excel)
    • Hypothesis testing and statistical inference

  7. Interpreting Data and Making Decisions

    • Interpreting the results of data analysis
    • Drawing conclusions from data
    • Using statistical tests to support decision-making
    • Data visualization and presenting findings

  8. Reporting Marketing Research Findings

    • Writing and structuring research reports
    • Communicating research results effectively to stakeholders
    • Visualizing data: tables, charts, and graphs
    • Presenting actionable recommendations

  9. The Role of Technology in Marketing Research

    • The impact of technology on data collection and analysis
    • The use of big data in marketing research
    • The role of artificial intelligence and machine learning in marketing research

  10. Marketing Research Applications

    • Market segmentation and targeting
    • Product and brand research
    • Advertising effectiveness research
    • Customer satisfaction and loyalty research
    • Social media research and analysis

  11. Ethical and Legal Issues in Marketing Research

    • Ethical guidelines for conducting marketing research
    • Issues related to privacy, consent, and data security
    • Legal considerations in marketing research
    • Social responsibility in marketing research

  12. Emerging Trends in Marketing Research

    • The evolving role of consumer insights
    • New methods and techniques in marketing research
    • Global marketing research challenges and opportunities
    • The future of marketing research in the digital age

Appendices

  • Glossary of Key Terms
  • Index
  • Recommended Reading and Resources

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