Pearson - Marketing Research, 6/E - Alvin C. Burns & Ronald F. Bush

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Description

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For undergraduate marketing research courses.

The “nuts and bolts” of marketing research.

Marketing Research gives students a “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it. Written at a level first-time marketing research students can understand, this text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.

The sixth edition now includes new case ideas contributed from innovative professors, updated insight from industry professionals, and current information on how marketing research is being practiced today.

New! Integrated Case–Advanced Automotive Concepts (AAC)
This new case focuses on how a new manager determines the type of automobiles that the auto market will demand in the future. Students using this case will learn how to examine attitudes and opinions that are important in consumer choice, the models most preferred, and market segment difference between the different models–helping them see the entire process of how a business would use marketing research.
•    The case from the previous two editions, The Hobbit’s Choice–which examines the feasibility, design of operations, and promotion of a newly conceived restaurant–is available on the text’s Website.

New! Chapter 4 Rewritten to Reflect How Research is Done Today.
Chapter 4 has been rewritten to keep students up-to-date on how companies are currently practicing marketing research in the real world. Burns/Bush present this material in a new order that outlines the concepts in a logical succession for students.

New! Inclusion of Qualtrics Online Survey Tool.
Chapter 11 now features a section on the specific use of Qualtrics Online Surveying Software. This software enables students to create and distribute real research surveys.

Full Integration of SPSS 17.0.
SPSS is the most popular statistical software in the marketing research industry. By integrating SPSS 17.0 into the text, students are eased into understanding the software while professors spend more time teaching what the analysis technique is, when to use it, and how to interpret it–rather than explaining how to use the software.

Updated. Current Insights from Industry Professionals.
In order to keep students up-to-date on opportunities and provide them with a snapshot what they will be doing in the industry, this text includes current insight from industry professionals. This insight can be found throughout the text in opening chapter vignettes and Marketing Research Insight boxes. This text includes insight from:
•    The CEO of Maritz Research
•    Herb Sorensen of TNS-Sorensen
•    Executives from IPSOS
•    Marketing researchers that have recently graduated from college

Online Data Analysis Modules.
There are times when students need additional knowledge of analyses other than the basics provided in this text. To provide instructors with this flexibility, Burns/Bush offer additional data analysis techniques online in two categories: nonparametric tests and multivariate techniques. The topics covered are:
•    When to Use Nonparametric Tests
•    Nonparametric: Chi-square Goodness-of-Fit Test
•    Nonparametric: Mann-Whitney U Test
•    Nonparametric: Wilcoxon Test
•    Nonparametric: Kruskal Wallis H Test
•    When to Use Multivariate Techniques
•    Factor Analysis
•    Cluster Analysis
•    Conjoint Analysis

New! iReportWriting Assistant.
To help prepare students for writing in the professional world Burns/Bush asked a business communications expert, Dr. Heather Donofrio, to develop an online resource that helps students as they develop their writing skills. In the new iReportWriting Assistant, available on www.pearsonhighered.com/burnsbush, students are either linked to sites that specialize in a particular issue relevant to report writing or given information on the following topics:
•    What to do prior to writing?
•    Templates to help students get started writing
•    Help with grammar
•    Help with citations
•    Example Reports

New To This Edition

New! Integrated Case—Advanced Automotive Concepts (AAC)
This new case focuses on how a new manager determines the type of automobiles that the auto market will demand in the future. Students using this case will learn how to examine attitudes and opinions that are important in consumer choice, the models most preferred, and market segment difference between the different models—helping them see the entire process of how a business would use marketing research.
•    The case from the previous two editions, The Hobbit’s Choice—which examines the feasibility, design of operations, and promotion of a newly conceived restaurant—is available on the text’s Website.

New! Chapter 4 Rewritten to Reflect How Research is Done Today.
Chapter 4 has been rewritten to keep students up-to-date on how companies are currently practicing marketing research in the real world. Burns/Bush present this material in a new order that outlines the concepts in a logical succession for students.

New! Inclusion of Qualtrics Online Survey Tool.
Chapter 11 now features a section on the specific use of Qualtrics Online Surveying Software. This software enables students to create and distribute real research surveys.

New! iReportWriting Assistant.
To help prepare students for writing in the professional world Burns/Bush asked a business communications expert, Dr. Heather Donofrio, to develop an online resource that helps students as they develop their writing skills. In the new iReportWriting Assistant, available on www.pearsonhighered.com/burnsbush, students are either linked to sites that specialize in a particular issue relevant to report writing or given information on the following topics:
•    What to do prior to writing?
•    Templates to help students get started writing
•    Help with grammar
•    Help with citations
•    Example Reports

Table of Contents

Chapter 1: Introducing Marketing Research
Chapter 2: Explaining the Marketing Research Process
Chapter 3: Describing Characteristics of the Marketing Research Industry
Chapter 4: Defining the Problem and Determining Research Objectives
Chapter 5: Understanding Research Design
Chapter 6: Using Secondary Data and Online Information Databases
Chapter 7: Comprehending Standardized Information Sources
Chapter 8: Utilizing Exploratory and Qualitative Research Techniques
Chapter 9: Evaluating Survey Data Collection Methods
Chapter 10: Understanding Measurement in Marketing Research
Chapter 11: Developing Questions and Designing the Questionnaire
Chapter 12: Determining How to Select the Sample
Chapter 13: Determining the Size of a Sample
Chapter 14: Dealing with Field work and Data Quality Issues
Chapter 15: Using Basic Descriptive Analysis
Chapter 16: Performing Population Estimates and Hypothesis Tests
Chapter 17: Implementing Basic Differences Tests
Chapter 18: Making Use of Associations Tests
Chapter 19: Understanding Regression Analysis Basics
Chapter 20: Preparing the Research Report and Presentation

Courses

Marketing Research [CORE TEXTS] (Marketing)

Previous Edition(s)

Marketing Research & SPSS 13.0 Student CD Pkg., 5/E
Burns & Bush
©2006 | Prentice Hall | Kit/Package/ShrinkWrap; 695 pp | Out of Print
ISBN-10: 0132280353 | ISBN-13: 9780132280358
Brief Description |
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.
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In this section:

Student Access Codes

Student Access Codes

Qualtrics Access Code, 6/E
Qualtrics
©2009 | Prentice Hall | Access Code Card | Instock
ISBN-10: 0136027148 | ISBN-13: 9780136027140
Net price: $35.00 (What's this?)More Info

In this section:

Instructor Resources

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Student Resources

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Websites and online courses
Other student resources

eLearning & Assessment

Student Access Codes

Instructor's Manual (Download only) for Marketing Research, 6/E
Burns & Bush
©2010 | Prentice Hall | On-line Supplement; 0 pp | Live
ISBN-10: 0136027113 | ISBN-13: 9780136027119

PowerPoint Presentation (Download only) for Marketing Research, 6/E
Burns & Bush
©2010 | Prentice Hall | On-line Supplement | Live
ISBN-10: 0136027091 | ISBN-13: 9780136027096

TestGen® Computerized Test Bank for Marketing Research, 6/E
Burns & Bush
©2010 | Prentice Hall | On-line Supplement | Live
ISBN-10: 013602713X | ISBN-13: 9780136027133
URL: http://www.pearsonmytest.com

Test Item File (Download only) for Marketing Research, 6/E
Burns & Bush
©2010 | Prentice Hall | On-line Supplement; 0 pp | Live
ISBN-10: 0136027121 | ISBN-13: 9780136027126

Websites and online courses

Access code cards

Qualtrics Access Code, 6/E
Qualtrics
©2009 | Prentice Hall | Access Code Card | Instock
ISBN-10: 0136027148 | ISBN-13: 9780136027140
Net price: $35.00 (What's this?)More Info

Companion Website for Marketing Research, 6/E
Burns & Bush
©2010 | Prentice Hall | Website | Live
ISBN-10: 0136027083 | ISBN-13: 9780136027089
More Info

Other student resources

Study Guide and Technology Manual for SPSS, Marketing Research, 6/E
Burns & Bush
©2010 | Prentice Hall | Paper; 500 pp | Instock
ISBN-10: 0136089909 | ISBN-13: 9780136089902
Net price: $35.00 (What's this?)More Info

Student Access Codes

Qualtrics Access Code, 6/E
Qualtrics
©2009 | Prentice Hall | Access Code Card | Instock
ISBN-10: 0136027148 | ISBN-13: 9780136027140
Net price: $35.00 (What's this?)More Info

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Marketing Research, CourseSmart eTextbook, 6/E
Burns & Bush
©2010 | Prentice Hall | Electronic Book; 680 pp | Available
ISBN-10: 0136027059 | ISBN-13: 9780136027058
Online purchase price: $84.99Brief Description |
CourseSmart Textbooks Online is an exciting new choice for students looking to save money. As an alternative to purchasing the print textbook, students can subscribe to the same content online and save up to 50% off the suggested list price of the print text. With a CourseSmart eTextbook, students can search the text, make notes online, print out reading assignments that incorporate lecture notes, and bookmark important passages for later review. For more information, or to subscribe to the CourseSmart eTextbook, visit www.coursesmart.com.
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Pearson Custom Business Resources
Pearson
©2012 | Prentice Hall | On-line Supplement | Live
ISBN-10: 0136096557 | ISBN-13: 9780136096559
This online resource is available at no cost at http://www.pearsoncustom.com/custom-library/pearson-custom-business-resources.
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