Synopses & Reviews
Marketing Research deals with the design, collection, analysis, and reporting of data relevant to a firm's current and future needs. The trend in Marketing Research, aside from using the Internet to quickly capture marketing data, is the focus on the marketing research student as a manager of marketing research and not actually a practitioner of marketing research. This course is typically found in 4-year and MBA programs, and is taught out of the marketing department.
Don't think of yourself as a student, think of yourself as a manager. ESSENTIALS OF MARKETING RESEARCH puts you in the driver's seat with the latest information on how to harness the design, collection, analysis, and reporting of data to enhance your company?s profits. This is a perfect marketing textbook for acing the class and a dependable resource for the future.
About the Author
A native of the Chicago area, William G. Zikmund was a professor of marketing at Oklahoma State University and died shortly after completing the eighth edition. He received a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Before beginning his academic career, Professor Zikmund worked in marketing research for Conway/Millikin Company (a marketing research supplier) and Remington Arms Company (an extensive user of marketing research). Professor Zikmund also has served as a marketing research consultant to several business and nonprofit organizations. During his academic career, Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals, ranging from the Journal of Marketing to the Accounting Review to the Journal of Applied Psychology. In addition to Exploring Marketing Research, Professor Zikmund authored Essentials of Marketing Research, Business Research Methods, Marketing, Effective Marketing, and a work of fiction, A Corporate Bestiary. Professor Zikmund was a member of several professional organizations, including the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the Society for Marketing Advances, the Marketing Educators¿ Association, and the Association of Collegiate Marketing Educators. He served on the editorial review boards of the Journal of Marketing Education, Marketing Education Review, Journal of the Academy of Marketing Science, and Journal of Business Research. In addition to coauthoring four textbooks, Barry Babin has published over 70 research publications in prestigious periodicals such as 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. Dr. Babin also has won numerous honors for his research, including the University of Southern Mississippi Louis K. Brandt Faculty Research Award (on three occasions), the 1996 Society for Marketing Advances (SMA) Steven J. Shaw Award, and the 1997 Omerre DeSerres Award for Outstanding Contributions to Retail and Service Environment Research. His research focuses on the effect of the service environment on employees and customers, and his expertise lies in building successful outcomes that support long-lasting, mutually beneficial relationships with employees and customers. He also has expertise in encouraging creativity in the workplace and in wine marketing. Dr. Babin's primary teaching specialties involve consumers and service quality, marketing research, and creative problem solving, and he is a popular and frequent international presenter, having lectured in Australia, South Korea, France, Germany, Canada, and the United Kingdom. Dr. Babin is current president of the Academy of Marketing Sciences, former president of the Society of Marketing Advances, and marketing editor for the Journal of Business Research.
Table of Contents
PART I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems and Knowledge Management. 3. The Marketing Research Process: An Overview. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. PART II: DESIGNING RESEARCH STUDIES. 5. Exploratory Research and Qualitative Analysis. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Experimental Research. PART III: MEASUREMENT. 10. Measurement and Attitude Measurement. 11. Questionnaire Design. PART IV: SAMPLING AND STATISTICAL THEORY. 12. Sampling Designs and Sampling Procedures. 13. Determination of Sample Size: A Review of Statistical Theory. PART V: ANALYSIS AND REPORTING. 14. Basic Data Analysis. 15. Differences Between Groups and Relationships Among Variables. 16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up. PART VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Appendix: Statistical Tables.