Part one: Introduction to the research process
1.The role of marketing research and the research process
Part two: Defining the problem
2. Problem definition and the research process
Part three: Planning the research design
3. Qualitative research
4. Digital research using secondary data
5. Survey research
6. Observation
7. Experimental research and test marketing
8. Measurement
9. Questionnaire design
Part four: Planning the sample
10. Sampling: Sample design and sample size
Part five: Collecting the data
11. Editing and coding: Transforming raw data into information
Part six: Analysing the data
12. Univariate statistical analysis: A recap of inferential
statistics
13. Bivariate statistical analysis: Tests of differences
14. Bivariate statistical analysis: Tests of association
15. Multivariate statistical analysis
Appendix 15 A Measuring consumer utility
Part seven: Formulating conclusions and writing the final
report
16. Communicating research results: Research report, oral
presentation, and research follow-up
Dr. Ben Lowe is a Reader in Marketing at Kent Business School,
University of Kent, UK. He has been a marketing academic in the UK
and Australia for over 10 years and has taught across the marketing
curriculum at undergraduate and postgraduate level. Ben has also
published extensively in the field of consumer behaviour, and has
made contributions to our understanding of pricing, innovation
adoption, social marketing, marketing communications and
interactive marketing.
Qualifications: PhD (Griffith), BBus (Monash), BCom (Sydney), PGCHE
(Kent) Hume Winzar is an Associate Professor in Business at
Macquarie University, Sydney. He is regarded as one of Australia’s
authorities on conjoint analysis and research design. Over the last
30 years he has taught the full range of marketing courses in
universities across Australia, SE-Asia, Eastern Europe, Canada and
the USA. Hume currently teaches in marketing research and marketing
metrics at undergraduate and postgraduate levels. He has also
published in marketing theory, consumer behaviour and research
methodology and he has contributed to publications in psychology,
management, accounting and banking.
Qualifications: B.Business (QUT), MBA (UQ), M.Commerce.(Bond), PhD
(Sydney), GCHE (Griffith) Dr. Steve d’Alessandro is a Professor in
marketing at CSU. He currently teaches in the areas of Market
Research, Consumer Behaviour and Digital Marketing. Steve has
published 92 refereed papers in leading international journals,
books, and conferences as well as co-authoring numerous
textbooks.
Qualifications: PhD (UWA), M.Comm (Curtin), B.Comm, Hons. (UWA),
Cert. Tertiary Teaching (Murdoch). Barry J. Babin has authored over
70 research publications in some of the most prestigious research
periodicals, including the JOURNAL OF MARKETING, THE JOURNAL OF
CONSUMER RESEARCH, THE JOURNAL OF BUSINESS RESEARCH, THE JOURNAL OF
RETAILING, PSYCHOLOGICAL REPORTS, PSYCHOLOGY AND MARKETING, and THE
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, among others.Babin is
currently Max P. Watson, Jr., Professor of Business and chair of
the department of marketing and analysis at Louisiana Tech
University. He has won numerous honors for his research, including
the Louis K. Brandt Faculty Research Award from the University of
Southern Mississippi (on three occasions), the 1996 Society for
Marketing Advances (SMA) Steven J. Shaw Award, the 1997 Omerre
Deserres Award for Outstanding Contributions to Retail and Service
Environment Research, and the Academy of Marketing Science’s Harold
W. Berkman Distinguished Service Award. He is a former president of
the Academy of Marketing Sciences and the Society of Marketing
Advances, and he currently serves the marketing editor for the
JOURNAL OF BUSINESS RESEARCH.Babin’s research focuses on the effect
of the service environment in creating value for employees and
customers. His expertise is in building and understanding value
that leads to long-lasting, mutually beneficial relationships with
employees and customers. His primary teaching specialties involve
consumers and service quality, marketing research, and creative
problem solving. A frequent international lecturer, he has
presented in Australia, South Korea, France, Germany, New Zealand,
South Africa, Canada, Sweden, and the United Kingdom. William G.
Zikmund (1943-2002) was a professor of marketing at Oklahoma State
University. He received his bachelor of science in marketing from
the University of Colorado, a masters of science from Southern
Illinois University, and a PhD in business administration from the
University of Colorado.
Professor Zikmund worked in marketing research for ConwayMillikin
Company and Remington Arms Company before beginning his academic
career. In addition, he had extensive consulting experience with
many business and not-for-profit organizations. Professor Zikmund
published many articles and successful textbooks. His books include
Marketing, Effective Marketing, Exploring Marketing Research, and
Business Research Methods.
He was an active teacher who strived to be creative and innovate in
the classroom. His books have been used in Universities in Europe,
Asia, Africa, South America, and North America.
More than half a million students have read his books. William G.
Zikmund (1943-2002) was a professor of marketing at Oklahoma State
University. He received his bachelor of science in marketing from
the University of Colorado, a masters of science from Southern
Illinois University, and a PhD in business administration from the
University of Colorado.
Professor Zikmund worked in marketing research for ConwayMillikin
Company and Remington Arms Company before beginning his academic
career. In addition, he had extensive consulting experience with
many business and not-for-profit organizations. Professor Zikmund
published many articles and successful textbooks. His books include
Marketing, Effective Marketing, Exploring Marketing Research, and
Business Research Methods.
He was an active teacher who strived to be creative and innovate in
the classroom. His books have been used in Universities in Europe,
Asia, Africa, South America, and North America.
More than half a million students have read his books.
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