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Basic Marketing Research: Customer Insights and Managerial Action, 10th Edition
Overview
Brown/Suter/Churchill's BASIC MARKETING RESEARCH, 10th Edition, balances a reader-friendly, accessible approach with an ideal level of topical coverage. Students learn how to convert marketplace data into actionable marketing information using the two dominant approaches -- behavioral data that exists and customer insights gathered for a specific purpose -- while chapter content merges these approaches in an ongoing example in the analysis section. Students review and work with data from multiple sources, including consumer communication and consumer behavior observed via technology. An overview details how organizations obtain and use data today. Students learn how interactions in the research process give managers and researchers confidence in the result. Readers review the information-gathering function from the perspectives of researchers who gather information and marketing managers who use it. Updated MindTap assessments and case studies help students apply market research skills through experiential learning activities.
- Updated chapter examples and Research Windows reflect a more modern emphasis on behavioral data in market research practices while still maintaining a balanced approach with chapter content.
- The authors differentiate data-informed and data-driven managerial decisions and explain the manager's critical role in making sense of the data and the “why” behind it.
- Manager's Focus short features explain how chapter information is relevant to today's marketing managers, emphasize the role of marketing managers in the research process, capitalize on the availability of marketplace data and offer guidelines for achieving the most usable results. These Manager's Focus entries are inspired and written by Jon Austin, a marketing research professor at Cedarville University with a strong background working with industry clients.
- Ethics are presented as a foundational discussion, enumerating how “sugging” (using research as a sales tactic) produces mistrust between participants and the researcher, demonstrating how advocacy research (advocating for a particular position or point-of-view at the expense of seeking honest insights) should never be the reason for conducting marketing research, and emphasizing that research, not sales promotion, is the purpose of marketing research.
- 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 and best practices. They prompt interest in the chapter topic and provide further depth and a reality check that classroom materials transition effectively to a wide variety of firms and industries. Examples include marketing research jobs and compensation, how online focus groups and webcam interviews explore decision making, the various roles that smartphones play in providing customer insights from app usage to location identifiers to omnichannel retailing, Target's "big data", how Key Ingredient used A/B tests to design an effective digital experience, "driving" golfer insights at PING and the increased interest in gaming plus augmented and virtual reality opportunities.
- Coverage examines the "what" and "why" behind "big data" and behavioral analytics. Both "big data" and behavioral analytics consider consumer purchases and related behaviors, but sometimes researchers also need to know why consumers participated in a particular behavior. If "big data" provides the "what," then accompanying qualitative and quantitative data directly from respondents could provide the "why." This book considers the value of "what" and "why" questions when working with existing data and collecting "new-to-the-world" primary data. Both considerations are examined together for a complete picture of data from multiple sources.
- A tangible, applied example offers students an excellent model for completing their work. 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, holistic example of a quality research project, eliminating guesswork when students work with firms in the community to complete their own marketing research.
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 V: REPORTING THE RESULTS.
19. The Oral Research Presentation.
20. The Written Research Report.
Appendix.
Endnotes.
Glossary.
Index.
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This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.
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- ISBN-10: 035790186X
- ISBN-13: 9780357901861
- RETAIL $84.95
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Traditional eBook and Print Options
- ISBN-10: 0357901940
- ISBN-13: 9780357901946
- RETAIL $84.95
- ISBN-10: 0357901843
- ISBN-13: 9780357901847
- RETAIL $239.95
Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.
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ISBN: 9780357901861
MindTap for Brown/Suter/Churchill's Basic Marketing Research: Customer Insights and Managerial Action, 10th Edition, is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course -- to provide engaging content, challenge every individual and build student confidence. Empower students to accelerate their progress with MindTap. MindTap: Powered by You.
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