Marketing Research (Second Edition) (Second Edition)

Author: Alvin C. Burns
Publisher:
Publish Date: 2001-05-01
Features: This book systematically introduces the 11 steps of market research and provides a detailed discussion of each process. Through several marketing management topics throughout the book, it cultivates students' practical insights into research and enhances their operational skills. Case studies on "how to do" are provided at each step of the research process for validation. The book also delves into international practices and ethical issues that may arise in marketing research, helping readers understand related knowledge. This is what distinguishes it from other similar textbooks. This book has been widely acclaimed in the West in recent years. In just a few years since its publication, it has been revised twice and has sold more copies than other comparable textbooks, becoming one of the most widely used textbooks for marketing research courses in management schools in Europe and America. The book comprehensively and systematically introduces the basic theories, methods, and practical skills of marketing research. The main content includes: The nature of marketing research: Marketing research industry structure, evaluation, and ethics; The process of marketing research; How to define problems and set objectives, such as designing a research plan; Obtaining secondary data; How to conduct field research; Defining measurement standards; Designing questionnaires; Determining sample plans and sample sizes; How to analyze non-response bias in data collection; How to conduct inferential analysis and perform difference testing; How to conduct predictive analysis in marketing research; How to write research reports and deliver oral presentations, etc.