Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing
examples from the business world of marketing research and showing students how to apply marketing research results.
This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so
what' of marketing research helps students understand the value of marketing research and how they can put marketing
research into practice. There is a strong emphasis on how to use marketing research to make better management decisions.
The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the
entire text.
The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research
process. The text then moves into a section discussing types of marketing research, including secondary resources,
qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds
as secondary resources and using online focus groups) are discussed as extensions of traditional methods such.
The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally,
a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students
will use in their marketing careers.