Overview

PRODUCT ONLY AVAILABLE WITHIN CENGAGE UNLIMITED. ESSENTIALS OF MARKETING RESEARCH, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. This proven resource provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data.

Full Product Details

Author:   Barry Babin (Morris Lewis Professor of Marketing/Ole Miss Business School/University of Mississippi)
Publisher:   Cengage Learning, Inc
Imprint:   South-Western College Publishing
Edition:   7th edition
Dimensions:   Width: 21.50cm , Height: 27.60cm , Length: 2.70cm
Weight:   1.066kg
ISBN:  

9780357033937

ISBN 10:   0357033930
Pages:   514
Publication Date:   22 August 2018
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

Part 1: INTRODUCTION. 1.The Role of Marketing Research. 2. Harnessing Big Data into Better Decisions. 3. The Marketing Research Process. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. Part II: DESIGNING RESEARCH STUDIES. 5. Qualitative Research Tools. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Conducting Marketing Experiments. Part III: MEASUREMENT. 10. Measurement and Attitude Scaling. 11. Questionnaire Design. Part IV: SAMPLING AND STATISTICAL THEORY. 12. Sampling Designs and Sampling Procedures. 13. Big Data Basics: Describing Samples and Populations. Park V: BASIC DATA ANALYTICS. 14. Basic Data Analysis. 15. Testing for Differences between Groups and for Predictive Relationships. 16. Communicating Research Results. Part VI: MARKETING ANALYTICS TOOLS. 17. Beyond the Basics in Basic Data Analysis. 18. Advanced Topics in Linear Analytics. 19. Testing Hypotheses with GLM Procedures. 20. Introducing Multivariate Data Analysis. 21. Multivariate Data Analysis: Analytics with Interdependence Techniques. 22. Primer on Structural Equations Modeling. Part VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Comprehensive Cases Appendix: Statistical Tables.

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Author Information

Barry J. Babin has authored more than 100 research publications in some of today's most prestigious peer-reviewed research periodicals such as the Journal of Marketing, Journal of Consumer Research, Journal of Business Research, Journal of Retailing, Psychology and Marketing, Journal of the Academy of Marketing Science and the International Journal of Wine Business Research. Dr. Babin is currently Phil B. Hardin Professor of Marketing and Chair of the Department of Marketing, Analytics, & Professional Sales in the Ole Miss School of Business Administration. He has won numerous honors for his research, including the Louis K. Brandt Faculty Research Award from the University of Southern Mississippi, Outstanding Researcher in the COB at Louisiana Tech University, 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. He has also been recognized with the Academy of Marketing Science’s prestigious Harold W. Berkman Distinguished Service Award and the AMS/Vector Marketing Distinguished Marketing Educator Award. Dr. Babin is a past president of the Academy of Marketing Science and the Society for Marketing Advances and has been recognized as a distinguished fellow of both organizations. His research focuses on the effect of the service environment in creating value for employees and customers and on the impact of big data on consumer liberty. He offers expertise in building and understanding value that leads to long-lasting, mutually beneficial relationships with employees and customers. His teaching specialties involve advanced methods of marketing and consumer research and creative problem solving. A frequent international lecturer, he has presented in Australia, South Korea, France, Germany, Mexico, New Zealand, South Africa, Canada, Sweden, Norway, Peru, Israel and the United Kingdom.

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