Introducing Marketing Research

Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course; they do not focus on important qualitative issues such as depth interviews and focus groups - the authors redress this imbalance.  Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research.  The authors adopt a practical focus and include numerous examples as well as coursework assignments.

Foreword by Robert M Worcester Foreword by David Smith Preface About the Authors About the Contributors Part 1 Research Design and Methods Introduction to Marketing Research Marketing Research: Design and Process Desk Research and Secondary Data Collection Qualitative Research: Data Collection and Analysis Survey and Questionnaire Design Part 2 Statistical Considerations Basic Statistics and Data Analysis An Introduction to Sampling Hypothesis Testing and Tests of Association Hypothesis Testing and Tests of Difference Part 3 Contexts in Marketing Research International Marketing Research Internet Marketing Research Business to Business Marketd and Marketing Research Appendix 1: Selected Sources of Secondary Information Appendix 2: Statistical Tables Glossary Index