Essentials of Marketing Research: An applied orientation (2e)

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Essentials of Marketing Research, 2e is a lively, practical and concise text, ideal for a one-semester course in marketing research. The book presents marketing research concepts with an applied and managerial orientation. Local and international examples and cases help students’ comprehension of the concepts. All design chapters precede data collection chapters, thereby providing a logical flow to the market research process. Our three Australian authors have extensive experience as teaching academics, researchers and practitioners and significantly contribute to the readability and practicality of the text. 

Part 1: The marketing research process
1. Defining the marketing research problem      
2. Formulating the research objectives and research design 
Part 2: Developing a research design
3. Secondary data methods       
4. Qualitative research methods
5. Research design and experimentation
6. Internet research     
Part 3: Collecting the data
7. Questionnaire design, measurement and scaling 
8. Sampling: design, procedures and statistical considerations  
9. Fieldwork and data preparation      
Part 4: Analysing and reporting the results
10. Basic data analysis
11. Advanced data analysis      
12. Report preparation and presentation

SUPPLEMENTS
Instructor's Manual containing teaching notes, answers to questions, problems and cases, and suggested activities.
PowerPoint Slides 
Test Item File

• NEW! Coverage of data mining
• NEW! Additional charting and plotting coverage in SPSS
• NEW! Complete chapter on internet research (Chapter 6)
• NEW! Additional real-world examples within each chapter to help students understand and relate to the content
• UPDATED! A comprehensive update of all of the case material from the previous edition provides more topical content for students to consolidate their learning.

• The book is broken down into four logical parts:
  -Part 1: The market research process
  -Part 2: Developing a research design
  -Part 3: Collecting the data
  -Part 4: Analysing and reporting the results
• There is detailed and balanced coverage of qualitative and quantitative research methods.
• The text focuses on simplifying the process of understanding and interpreting research and data.
• Australian and New Zealand research and examples can be found throughout.
• Real-world examples appear throughout each chapter. These are clearly labelled, allowing the student and academic to apply specific concepts.

Pedagogical Features

• ‘Objectives’ and an ‘Overview’ start each chapter.
• At least two applied examples are included in each chapter. These include a range of real-world, internet and international examples.
• Margin Definitions appear throughout each chapter where appropriate and are repeated in the glossary.
• Key Terms are highlighted on their first appearance in the text and repeated in the glossary.
• At the end of each chapter there is:
  - A Summary
  - Exercises, questions and problems, including international and computer examples.
• Appendices are included at the end of appropriate chapters.
• There are two Case Studies for each part, and they appear together at the end of the book.
• An Appendix of statistical tables and a Glossary appear at the end of the book.
• SPSS Data Sets are included.