The primary purpose of marketing research is to gather information which will allow your company or organisation to make better, more informed decisions. Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course, they do not focus on important qualitative issues such as depth interviews and focus groups - Baines and Chansarkar redress this imbalance. Written as an introduction to marketing research for students taking a one-semester module, "Introducing Market Research" includes chapters on business to business marketing research and Internet marketing research. The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.
PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School. BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.
Foreword by Robert M Worcester Foreword by David Smith Preface About the Authors About the Contributors Part 1 Research Design and Methods Introduction to Marketing Research Marketing Research: Process and Design Desk Research and Secondary Data Collection Qualitative Research: Data Collection and Analysis Survey and Questionnaire Design Part 2 Statistical Considerations Basic Statistics and Data Analysis An Introduction to Sampling Hypothesis Testing and Tests of Association Hypothesis Testing and Tests of Differences Part 3 Contexts in Marketing Research International Marketing Research Internet Marketing Research Business to Business Markets and Marketing Research Answers to Work Assignment Questions Appendix 1: Selected Sources of Secondary Information Appendix 2: Statistical Tables Glossary Index