Basic Marketing Research, 9/e (AE-Paperback) 【含Access Code,刮除不受退】

本書序言

●UPDATES REFLECT CURRENT INDUSTRY PRACTICE. Students review A/B tests with multiple examples as one form of field experiment. Updates examine "big data" applied to marketing analytics, predictive analytics, social media considerations, and data visualization. Content also reviews technology for online bulletin board focus groups and webcam interviews. Students generate answers by combining data from multiple sources, Coverage examines aggregating data, merging data, and new sources of error that arise. An ongoing example in the analysis chapters demonstrates merging data from various sources.
●THE AUTHORS BALANCE FOCUSED INFORMATION AND CURRENT INDUSTRY TRENDS IN AN ORGANIZED, UNCOMPLICATED APPROACH. The authors use their professional strengths as marketing research professors and active participants in hundreds of real-world research projects to provide students with the information they need to conduct a successful start-to-finish project.
●FLEXIBLE FORMAT ACCOMMODATES CHANGING NEEDS OF STUDENTS. This edition is available in digital format or in a digital plus softcover paper version. Options are available at a variety of prices for your students to choose the format that works for them.

本書特色

●BOOK PRESENTS ETHICS AS A FOUNDATIONAL DISCUSSION. Because "bad" research can violate participant trust, the authors show how sugging (using research as a sales tactic) harbors mistrust between participants and the researcher. They also demonstrate how advocacy research, or advocating for a particular position or point-of-view at the expense of seeking honest insights, is beyond what research should accomplish. The authors discuss these topics and ethical reasoning early and frequently, emphasizing that the purpose of marketing research is research, not sales or promotion.
●THE MANAGER’S FOCUS DISCUSSIONS HIGHLIGHT ONE OF THE KEY DISTINCTIONS OF THIS BOOK. The authors emphasize managerial usefulness and understanding, rather than technical depth, when discussing "big data" integration and analysis, sampling, and sophisticated statistical analysis. This level is ideal for introducing the basics of exploratory research, "big data" analytics, behavioral customer insights, primary data collection, and statistical analysis. Content focuses on the uses of marketing research, key decisions, when and why to apply certain analysis techniques, and how to interpret results.
●COVERAGE EXAMINES THE "WHAT" AND "WHY" BEHIND "BIG DATA" AND BEHAVIORAL ANALYTICS. Both "big data" and behavioral analytics are critical in marketing and business as they consider consumers purchases and related behaviors, but sometimes researchers also need to know why consumers participated in a particular behavior. In this case "big data" may not be the best tool. This book considers the value of "what" and "why" questions when working with existing data and collecting primary data. Both types of considerations are examined together for a complete picture of data from multiple sources.
●MANAGER’S FOCUS SHORT FEATURES PROVIDE INSIGHTS INTO HOW THE CHAPTER'S INFORMATION IS RELEVANT TO TODAY'S MARKETING MANAGERS. These features emphasize the role of marketing managers in the research process and offer guidelines for achieving the most usable results. These Manager’s Focus entries are inspired and written by Jon Austin, marketing research professor at Cedarville University who has a strong background working with industry clients.
●RESEARCH WINDOWS PROVIDE A VIEW OF WHAT IS HAPPENING IN TODAY'S WORLD OF MARKETING RESEARCH. These features describe what is happening in specific companies and offer how-to tips. They prompt interest in the chapter topic and provide further depth. Examples include marketing research jobs and compensation, how online focus groups and webcam interviews explore decision making, Target's "big data", how Key Ingredient used A/B tests to design an effective web site, and "driving" golfer insights at PING.
●A TANGIBLE, APPLIED EXAMPLE OFFERS STUDENTS AN EXCELLENT MODEL FOR COMPLETING THEIR WORK. Students often ask for a high-quality example of a student project from a past semester. Reviewing a strong, peer-produced model can help students produce top-notch work themselves. This edition highlights data collection instruments from multiple data sources, oral presentation slides, and a written research report as a tangible example of a quality research project. This eliminates guesswork when students work with firms in the community to complete their own marketing research.

本書序言

●更新反映當前行業實踐。學生們通過多個實例回顧A/B測試作為一種實地實驗形式。更新探討了“大數據”應用於市場分析、預測分析、社交媒體考慮因素和數據可視化。內容還回顧了在線公告板焦點小組和網絡攝像頭訪談的技術。學生們通過結合來自多個來源的數據生成答案，內容還探討了數據聚合、數據合併和產生的新錯誤來源。分析章節中的一個持續的示例演示了從各種來源合併數據的過程。
●作者在組織有序、簡單易懂的方法中平衡了專注信息和當前行業趨勢。作者利用自己作為市場研究教授和數百個真實世界研究項目的積極參與者的專業優勢，為學生們提供了他們進行成功的從頭到尾項目所需的信息。
●靈活的格式滿足學生不斷變化的需求。本版可提供數字格式或數字加軟封面紙質版本。學生們可以根據自己的需求選擇不同價格的選項。

本書特色

●本書將倫理視為基礎討論。由於“糟糕”的研究可能違反參與者的信任，作者展示了如何使用研究作為銷售策略的sugging如何在參與者和研究者之間產生不信任。他們還展示了倡導研究，即為特定立場或觀點辯護而不是尋求真實見解，超出了研究應該達到的範圍。作者早期且頻繁地討論這些話題和倫理推理，強調市場研究的目的是研究，而不是銷售或推廣。
●經理人焦點討論突出了本書的一個關鍵區別。作者在討論“大數據”整合和分析、抽樣和複雜統計分析時，強調管理上的實用性和理解，而不是技術深度。這個層次非常適合介紹探索性研究的基礎知識、“大數據”分析、行為客戶洞察、主要數據收集和統計分析。內容關注市場研究的用途、關鍵決策、何時以及為什麼應用某些分析技術以及如何解釋結果。
●內容探討了“大數據”和行為分析背後的“什麼”和“為什麼”。在市場和商業中，“大數據”和行為分析都是重要的，因為它們考慮了消費者的購買和相關行為，但有時研究人員還需要知道消費者參與特定行為的原因。在這種情況下，“大數據”可能不是最好的工具。本書考慮了在使用現有數據和收集主要數據時“什麼”和“為什麼”問題的價值。這兩種考慮因素一起被檢視，以獲得來自多個來源的完整數據圖像。
●經理人焦點短特點提供了如何將章節信息與當今市場經理相關聯的見解。這些特點強調了市場經理在研究過程中的角色，並提供了實現最可用結果的指南。這些經理人焦點的內容由Cedarville大學的市場研究教授Jon Austin啟發並撰寫，他在與行業客戶合作方面具有豐富的背景。
●研究窗口提供了當今市場研究世界中正在發生的事情的一個視角。這些特點描述了特定公司正在發生的事情並提供操作技巧。它們引起對章節主題的興趣並提供更深入的內容。例如，市場研究工作和補償等例子。

Tom J. Brown is Head, School of Marketing and International Business, and Noble Foundation Chair in Marketing Strategy in the Spears School of Business at Oklahoma State University. 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. Dr. Brown was also 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 Service Research, Journal of the Academy of Marketing Science, Journal of Retailing and Journal of Business Ethics, among others. He serves on the editorial review board for the Journal of the Academy of Marketing Science and is an associate editor with the Journal of Service Research. His current research interests focus on organizational frontline research (e.g., customer orientation and influences on frontline employees). He is co-founder of the Corporate Associations/Identity Research Group and the Organizational Frontlines Research Symposia series. He is active in the American Marketing Association, having co-chaired multiple international conferences and the AMA/Sheth Doctoral Consortium, and served as president of the AMA Academic Council.

Tracy A. Suter is Department Chair, Department of Marketing and Management, at the University of Central Arkansas. He received his Ph.D. from the University of Arkansas. He served as a faculty member in the Department of Marketing and School of Entrepreneurship at Oklahoma State University, among other institutions. Dr. Suter teaches a wide range of courses emphasizing marketing research and business-focused creativity and innovation. Each semester, undergraduate marketing research students complete real-world research projects for area for-profit and not-for-profit firms under his guidance. Completed service-learning projects now number in the hundreds. Dr. Suter's research interests include public policy, the use of innovative technologies in marketing and entrepreneurship and consumer-to-consumer communities. He has published in journals such as the Journal of Business Research, Journal of Public Policy & Marketing and Journal of Retailing, among many others. He also served on several academic journal editorial review boards and is a frequent reviewer for other journals and conferences. Dr. Suter has held endowed chairs in honor of David and Leslie Lawson and Daniel White Jordan during his time in Oklahoma. He has received numerous awards for both research and teaching activities, including the University of Arkansas Award for Excellence in Teaching, the Sherwin-Williams Distinguished Teaching Competition Award given by the Society for Marketing Advances and the Kenneth D. and Leitner Greiner Outstanding Teaching, Regents Distinguished Teaching, and President's Outstanding Faculty Awards, all at Oklahoma State University. Dr. Suter is frequently asked to speak to doctoral students and other academic groups about teaching excellence.

A recognized leader in the field of marketing research, Gilbert A. Churchill, Jr., joined the University of Wisconsin faculty after receiving his D.B.A. from Indiana University in 1966. Dr. Churchill was named Distinguished Marketing Educator by the American Marketing Association in 1986, the second individual so honored. This lifetime achievement award recognizes and honors a living marketing educator for distinguished service and outstanding contributions in the field of marketing education. Dr. Churchill was also awarded the Academy of Marketing Science's lifetime achievement award in 1993 for his significant scholarly contributions. In 1996, he received a Paul D. Converse Award, which is given to the most influential marketing scholars, as judged by a national jury drawn from universities, businesses, and government. Also in 1996, the Marketing Research Group of the American Marketing Association established the Gilbert A. Churchill, Jr. Lifetime Achievement Award, which is awarded each year to an individual who has made significant contributions to marketing research. Dr. Churchill is a past recipient of the yearly William O'Dell Award for an outstanding article in the Journal of Marketing Research and has been a finalist for the award five additional times. He is a co-author of the most and third-most influential articles of the past century in sales management, as judged by a panel of experts in the field. His articles have appeared in such publications as the Journal of Marketing Research; Journal of Marketing; Journal of Consumer Research; Journal of Retailing; Journal of Business Research; Decision Sciences; Technometrics; and Organizational Behavior and Human Performance.

Tom J. Brown是俄克拉荷馬州立大學Spears商學院的市場營銷和國際商務學院主任，也是Noble基金會市場策略主席。他在威斯康辛大學麥迪遜分校獲得博士學位。Brown博士教授市場研究，並監督了數百個學生為非營利服務機構和財富500強公司進行的研究項目。Brown博士曾獲得《市場科學學院學報》Sheth基金會最佳論文獎，並在威斯康辛大學期間獲得Richard D. Irwin基金會博士論文獎學金，以及俄克拉荷馬州立大學的Kenneth D.和Leitner Greiner教學獎和Regents杰出研究獎。Brown博士還因其在企業聲譽方面的研究工作而被授予牛津大學的國際研究學者稱號。Brown博士的文章發表在《市場研究學報》、《市場學報》、《消費者研究學報》、《應用心理學學報》、《服務研究學報》、《市場科學學院學報》、《零售學報》和《商業道德學報》等期刊上。他是《市場科學學院學報》的編輯審查委員會成員，也是《服務研究學報》的副編輯。他目前的研究興趣集中在組織前線研究（例如，客戶導向和對前線員工的影響）。他是企業協會/身份研究小組和組織前線研究研討會系列的共同創始人。他在美國市場學會活躍，曾共同主持多次國際會議和AMA/Sheth博士聯合會議，並擔任AMA學術委員會主席。

Tracy A. Suter是中央阿肯色大學市場和管理學系的系主任。他在阿肯色大學獲得博士學位。他曾在俄克拉荷馬州立大學市場學系和創業學院等多個學院擔任教職。Suter博士教授廣泛的課程，強調市場研究和以商業為重點的創造力和創新。每個學期，本科市場研究學生在他的指導下完成面向盈利和非盈利公司的實際研究項目。完成的服務學習項目已經達到數百個。Suter博士的研究興趣包括公共政策、創新技術在市場和創業中的應用以及消費者對消費者社群的影響。他在《商業研究學報》、《公共政策與市場學報》和《零售學報》等期刊上發表過文章。他還曾擔任多個學術期刊的編輯審查委員會成員，並經常擔任其他期刊和會議的審稿人。Suter博士在俄克拉荷馬州期間擔任David和Leslie Lawson以及Daniel White Jordan的榮譽講座教授。他在研究和教學活動方面獲得了眾多獎項，包括阿肯色大學卓越教學獎、由市場推進協會頒發的Sherwin-Williams傑出教學競賽獎，以及俄克拉荷馬州立大學的Kenneth D.和Leitner Greiner傑出教學獎、Regents杰出教學獎和校長傑出教職獎。Suter博士經常應邀向博士生和其他學術團體講授教學卓越方面的內容。

在市場研究領域享有盛譽的Gilbert A. Churchill Jr.在1966年從印第安納大學獲得博士學位後加入威斯康辛大學教職。Churchill博士被美國市場學會評為傑出市場教育家。

Part I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION.
1. The Role of Marketing Research.
2. The Research Process and Ethical Concerns.
3. Problem Formulation.
4. Exploratory Research.
Part II: Working with Existing Information to Solve Problems.
5. Decision Support Systems: Introduction.
6. Decision Support Systems: Working with "Big Data".
7. Using External Secondary Data.
Part III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS.
8. Conducting Causal Research.
9. Collecting Descriptive Primary Data.
10. Collecting Data by Observation.
11. Collecting Data by Communication.
12. Asking Good Questions.
13. Designing the Data Collection Form for Communication Data.
14. Developing the Sampling Plan.
15. Data Collection: Types of Error and Response Rate Calculation.
Part IV: ANALYZING DATA.
16. Data Preparation for Analysis.
17. Analysis and Interpretation: Individual Variables Independently.
18. Analysis and Interpretation: Multiple Variables Simultaneously.
Part IV: REPORTING THE RESULTS.
19. The Oral Research Presentation.
20. The Written Research Report.

第一部分：市場研究和問題定義介紹。
1. 市場研究的角色。
2. 研究過程和道德關注。
3. 問題形成。
4. 探索性研究。
第二部分：利用現有資訊解決問題。
5. 決策支援系統：介紹。
6. 決策支援系統：處理「大數據」。
7. 使用外部次級資料。
第三部分：收集主要資料解決問題。
8. 進行因果研究。
9. 收集描述性主要資料。
10. 透過觀察收集資料。
11. 透過溝通收集資料。
12. 提出良好的問題。
13. 設計溝通資料收集表格。
14. 制定抽樣計劃。
15. 資料收集：錯誤類型和回應率計算。
第四部分：分析資料。
16. 資料準備分析。
17. 分析和解釋：個別變數獨立分析。
18. 分析和解釋：多個變數同時分析。
第四部分：報告結果。
19. 口頭研究報告。
20. 書面研究報告。