Marketing Research by Alvin C. BurnsMarketing Research by Alvin C. Burns

Marketing Research

byAlvin C. Burns, Ann F. Veeck

Hardcover | March 23, 2016

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Marketing Research

The Eighth Edition of Marketing Research continues to provide readers with a “nuts and bolts” introduction to the field of marketing research. Intended for readers with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data.


This new edition continues with the successful condensed and streamlined organization as the previous edition. An integrated case study throughout the text helps readers relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies.

Alvin C. Burns is the Ourso Distinguished Chair of Marketing and Chairperson of Marketing in the E. J. Ourso College of Business Administration at Louisiana State University. He received his doctorate in marketing from Indiana University and an MBA from the University of Tennessee. Professor Burns has taught undergraduate and master’...
Title:Marketing ResearchFormat:HardcoverDimensions:496 pages, 10.25 × 8.25 × 1.1 inPublished:March 23, 2016Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0134167406

ISBN - 13:9780134167404

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Table of Contents

  1. Introduction to Marketing Research
  2. The Marketing Research Industry
  3. The Marketing Research Process and Defining the Problem and Research Objectives
  4. Research Design
  5. Secondary Data and Packaged Information
  6. Qualitative Research Techniques
  7. Evaluating Survey Data Collection Methods
  8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
  9. Selecting the Sample
  10. Determining the Size of a Sample
  11. Dealing with Field Work and Data Quality Issues
  12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
  13. Implementing Basic Differences Tests
  14. Making Use of Associations Tests
  15. Understanding Regression Analysis Basics
  16. The Research Report