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MR2 (with CourseMate, 1 term (6 months) Printed Access Card) Paperback – Student Edition, 12 Feb 2013

ISBN-13: 978-1133958413 ISBN-10: 9781133958413 Edition: 2 ed

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Product details

  • Paperback: 240 pages
  • Publisher: Cengage Learning, Inc; 2 ed edition (12 February 2013)
  • Language: English
  • ISBN-10: 9781133958413
  • ISBN-13: 978-1133958413
  • ASIN: 1133958419
  • Product Dimensions: 22.2 x 1.3 x 27.9 cm
  • Boxed-product Weight: 644 g
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: 142,406 in Books (See Top 100 in Books)

Product description


Brief Contents. 1. Marketing Research: From Data to Information to Action. 2. The Research Question: Formulation of the Problem. 3. Exploratory, Descriptive, and Causal Research Designs. 4. Collecting Secondary Data from Inside and Outside the Organization. 5. Collecting Primary Data by Observation. 6. Collecting Primary Data by Communication. 7. Asking Good Questions. 8. Designing the Questionnaire. 9. Developing the Sampling Plan. 10. Data Collection: Enhancing Response Rates while Limiting Errors. 11. Data Preparation for Analysis . 12. Analysis & Interpretation: Individual Variables Independently. 13. Analysis & Interpretation: Multiple Variables Simultaneously. 14. The Research Report. Endnotes. Index. Chapter in Review Cards. Qualtrics Quickstart Card. SPSS Quickstart Card.

About the Author

Tom J. Brown is Noble Foundation Chair in Marketing Strategy and Professor of Marketing in the Spears School of Business at Oklahoma State University. In addition, he serves as Director of the Center for Customer Interface Excellence in the Spears School. He received his Ph.D. from the University of Wisconsin-Madison. Dr. Brown teaches marketing research and has supervised hundreds of student research projects for industry clients ranging from not-for-profit service organizations to Fortune 500 companies. Dr. Brown is a past recipient of the Sheth Foundation Best Paper Award in the Journal of the Academy of Marketing Science. In addition, he received a Richard D. Irwin Foundation Doctoral Dissertation Fellowship while at the University of Wisconsin, the Kenneth D. and Leitner Greiner Teaching Award, and the Regents Distinguished Research Award, both at Oklahoma State University. In addition, he was recognized as an International Research Fellow at the University of Oxford for his work on corporate reputation. Dr. Brown's articles have appeared in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Applied Psychology, Journal of Retailing, and Journal of Service Research. His current research interests include organizational frontline research (e.g., customer orientation of frontline employees; customer influences on frontline employees) and causes and effects of corporate associations (e.g., reputation, identity). He is cofounder of the Corporate Associations/Identity Research Group as well as the Organizational Frontlines Research Symposia series. He is active in the American Marketing Association, having co-chaired multiple national conferences, co-hosted the AMA/Sheth Doctoral Consortium, and served as president of the Academic Council. In addition, he serves in a leadership role at Sunnybrook Christian Church.

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Amazon.com: 4.4 out of 5 stars 16 reviews
4.0 out of 5 starsIt's good for when you're not familiar with marketing research but ...
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