For the undergraduate Marketing Research course.

Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.

For the undergraduate Marketing Research course.

Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.

Question: Do you want your students to have the latest version (13.0) of SPSS? Do you find that your students get bogged down with learning how to use SPSS?

• NEW! SPSS 13.0 Integration and full-color annotated screen captures. SPSS is the most popular statistical software in the marketing research industry. Each copy of the fifth edition includes a SPSS 13.0 CD and annotated screen captures that are thoroughly integrated within the text. Additionally, output screens help students see what to look for in analyzing data.

Benefit: Helps students use SPSS software without having techniques and details get in the way of interpretation. Clearly demonstrates to the student 1) when a statistical  tool  is needed, 2) which statistical to run, 3) how to run it and 4) how to interpret the output.  Example: Chapters 15-19.   

• SPSS Student Assistant. (available at www.prenhall.com/burnsbush)            

Benefit: The Online SPSS Student Assistant tutorial teaches students how to use and interpret SPSS. The videos show cursor movements and resulting SPSS operations and output. Additionally, there is a test for each Student Assistant session so students may assess their learning of the material.

Question: Would you like your students to experience the marketing research process and understand the interrelationships in the steps in the research process?

• Integrated Case. The Hobbit’s Choice Restaurant is an integrated case that makes learning more efficient and enables students to understand the interrelationships in the steps in the research process. It offers students a chance to experience the research process by staying with the same material as they:

1) define the problem and research objectives

2) select a data collection method

3) apply measurement concepts

4) develop a questionnaire

5) make sampling decisions

6) analyze the data

Example: See Chapter 4 for the introduction to the case.

Question: Do you prefer a book that emphasizes what marketing research is and how to use it?

• 11-step Process Approach to Marketing Research. Discusses marketing research as a step-by-step process.

Benefit: Aids by helping students learn the marketing research process. Students always know where they are in terms of the overall research process and refer to this process continually as they make their way through the text.

Example: See Chapter 3 for explanation of the 11 step process and “Where Are We?” at the beginning of each chapter.

OTHER POINTS OF DIFFERENTIATION:

Question: Would you prefer a book that provides your students with updated information about major changes going on in the industry?

• NEW! Marketing Research Association industry certification program for the Industry and other current information from Industry Practitioners. This is the first text in marketing research that addresses and provides information on the new industry certification program. The adoption of a certification program by the Marketing Research Association, represents a significant event in the marketing industry. Marketing Researchers will now be able to be certified similar to CPA's or CFA's.            

Benefit: Having students work on the same case material makes learning more efficient and enables students to understand the interrelationships in the research process.  

Feature: See Chapter 3 on Industry Certification.

Question: Would you prefer a marketing research text written from a manager's perspective?

• Management Perspective Throughout. Throughout the text, a decision-making approach is used.

             Benefit: Students are taught that managers must weigh the benefits of more information with the cost of obtaining that information.

             Example: Chapter 4 emphasizes the role of management being involved to define the research problem properly.

Question: Do you want your students to have the latest version (13.0) of SPSS? Do you find that your students get bogged down with learning how to use SPSS?

• NEW! SPSS 13.0 Integration and full-color annotated screen captures. SPSS is the most popular statistical software in the marketing research industry. Each copy of the fifth edition includes a SPSS 13.0 CD and annotated screen captures are thoroughly integrated within the text. Additionally, output screens help students see what to look for in analyzing data.  

Benefit: Annotated SPSS click streams help students to learn what menus to use, how to make them appear, and how to use them without having techniques and details get in the way of interpretation. Clearly demonstrates to the student 1) when a statistical tool is needed. 2) which statistical to run 3) how to run it and 4) how to interpret the output. 

Example: Chapters 15-19.

Question: Would you like your students to experience the marketing research process and understand the interrelationships in the steps in the research process?

• Updated Integrated Case. The Hobbit’s Choice Restaurant has been updated to offer additional versions of the dataset  for instructors to keep course material new.  The Hobbit's Choice Restaurant offers students a chance to experience the research process by staying with the same material as they:

1) define the problem and research objectives

2) select a data collection method

3) apply measurement concepts

4) develop a questionnaire

5) make sampling decisions

6) analyze the data 

Example: See Chapter 4 for the introduction to the case.

OTHER POINTS OF DIFFERENTIATION:

Question: Would you prefer a book that provides your students with updated information about major changes going on in the industry?

• NEW! Marketing Reserach Association industry certification program and other current Information from Industry Practitioners. This is the first text in marketing research that addresses and provides information on the new industry certification program. The adoption of a certification program, sponsored by the Marketing Research Association, represents a significant event in the marketing industry. Marketing Researchers will now be able to be certified similar to CPA’s or CFA’s. 

Benefit: Having students work on the same case material makes learning more efficient and enables students to understand the interrelationships in the research process. 

Feature: See Chapter 3 on Industry Certification.

OTHER CHANGES:

• NEW! End-of-Chapter Cases: 1) Contains new cases designed to teach students to apply the knowledge they have learned in the chapter material and 2) Current examples relevant to marketing research are used to keep students’ interests high (i.e. Apple iPod™). 
• Updated Industry Examples: Integrated throughout the text, these examples give students the latest techniques, analyses, and trends in the market research industry.
• NEW! Updates on Online Research Innovations. 

CHAPTER 1    Introduction to Marketing Research

CHAPTER 2    The Marketing Research Process

CHAPTER 3    The Marketing Research Industry 
    
CHAPTER 4    Defining the Problem and Determing Research Objectives  
                                     
CHAPTER 5    Research Design

CHAPTER 6    Using Secondary Data and Online Information Databases

CHAPTER 7    Standardized Information Sources

CHAPTER 8    Observation, Focus Groups, and Other Qualitative Methods

CHAPTER 9    Survey Data Collection Methods

CHAPTER 10   Measurement in Marketing Research

CHAPTER 11   Designing The Questionnaire

CHAPTER 12   Determining How to Select the Sample

CHAPTER 13   Determining the Size of a Sample

CHAPTER 14   Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

CHAPTER 15   Basic Data Analysis: Descriptive Statistics

CHAPTER 16   Generalizing a Sample’s Findings to Its Population and Testing Hypotheses about Percents and Means
       
CHAPTER 17   Testing for Differences Between Two Groups or Among More Than Two Groups

CHAPTER 18   Determining and Interpreting Associations among Variables

CHAPTER 19   Regression Analysis in Marketing Research

CHAPTER 20   The Marketing Research Report: Preparation and Presentation

Marketing Research  [CORE TEXTS]   (Marketing)

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