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Textbook

Introducing Marketing Research

ISBN: 978-0-471-49770-7
368 pages
May 2002, ©2002
Introducing Marketing Research (0471497703) cover image
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.
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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
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PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School.

BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.
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A key feature of this book is the balance between qualitative and quantitative aspects of marketing research.

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.

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"…an excellent introduction to the topic…certainly a text I would recommend for undergraduate marketing/ marketing research courses…" (The Marketing Review, Winter 2002)
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Lecturers ResourcesIncludes powerpoint slides, multiple choice and exam questions
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Instructors Resources
Wiley Instructor Companion Site
Companion Website
Contains PowerPoint Slides plus additional multiple choice and exam questions and answers. www.wiley.co.uk/baines
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