Introducing Marketing Research
May 2002, ©2002
Foreword by David Smith
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
BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.
Written as an introduction to marketing research for students taking a one-semester module.
Includes extended coverage of important topics such as international marketing research and secondary data collection.
The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.