The Marketing Research Guide [Hardcover]

Robert E Stevens (Author), David L Loudon (Author), Morris E Ruddick (Author), Bruce Wrenn (Author), Philip K Sherwood (Author)

Book Description

ISBN-10: 0789024160 | ISBN-13: 978-0789024169 | Publication Date: November 18, 2005 | Edition: 2

Get the tools you need for effective market research—including Internet surveys!

The Marketing Research Guide: Second Edition is the newest edition of the Haworth marketing research classic that now includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Step-by-step instructions take practitioners through the entire marketing research process. Worksheets, sample proposals, questionnaires, and a copy of a final report foster complete understanding of the tools and techniques of marketing research.

The Marketing Research Guide: Second Edition contains the accessible writing, comprehensive coverage of major topics, and helpful supplementary materials that made this book the sought-after classic in 1997 that was chosen for Choice Magazine’s 34th annual Outstanding Academic Books (OAB) list. Marketing professionals now have an updated, essential guide through the complete marketing research process for the twenty-first century. Techniques and concepts are clearly explained and illustrative of the role marketing information plays in decision-making. Descriptions of the major forecasting, sampling, and analysis techniques are designed for optimum understanding without the reader needing to posess advanced mathematical expertise. Appendices include sample questionnaires and a sample marketing research report.

The Marketing Research Guide: Second Edition provides practical information on:

• Internet sources of data and Internet surveys
  
• advanced statistical analysis
  
• decision-making information, planning, and forecasting
  
• test marketing
  
• developing valid and reliable measurement instruments
  
• data-collecting methods
  
• designing a questionnaire
  
• determining sampling frame and selecting sampling method
  
• data-summary methods and research reports
  
• mail survey design and mailing procedures
  
• full product testing techniques and procedures
  
  

The Marketing Research Guide: Second Edition is an essential reference for anyone who needs to review or find illustrative marketing research procedures and techniques. Managers will find this source invaluable as they negotiate, evaluate, and use marketing research as part of the decision-making process.

Editorial Reviews

Review

"THIS CLEARLY WRITTEN RESEARCH GUIDE contains contemporary business examples from NASCAR to Hummer." -- David Dyson, PhD, Professor of Management and former Dean, Oral Roberts University School of Business

"The components of the guide are supported by sound theoretical frameworks, making the book appropriate for academic use." -- James T. Simpson, Professor and Chair, Department of Management and Marketing, The University of Alabama in Huntsville

Product Details

• Hardcover: 446 pages
• Publisher: Routledge; 2 edition (November 18, 2005)
• Language: English
• ISBN-10: 0789024160
• ISBN-13: 978-0789024169
• Product Dimensions: 8.8 x 6.2 x 1.3 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #3,569,648 in Books (See Top 100 in Books)

More About the Author

Morris Ruddick is the founder of Global Initiatives Foundation (http://www.strategic-initiatives.org/index.htm) and the Strategic Intercession Global Network - SIGN (http://strategicintercession.org/). As an entrepreneur, consultant and business owner, he has led development of entrepreneurial activities in critical needy areas and brought together combined business-charity initiatives across the globe, with a focus on facilitating economic community development in challenging economic environments.

Since 1995, he has been at the forefront of encouraging and mobilizing spiritually-minded business leaders to step out in faith by employing their talents to build their communities. In recent years, Mr. Ruddick's agendas have included hands-on activities in Russia, Belarus, Ethiopia, Botswana, Afghanistan, South Africa, Hong Kong, China, Vietnam and Israel. His initiatives have included biblical business startup programs, entrepreneurial workshops and conference talks to acquaint the West with the realities and strategies to bring change to the parts of the world living on less than $2 a day. He also has helped organize and launch an international consortium of humanitarian aid that assists Israeli immigrants.

He is the author of The Joseph-Daniel Calling, God's Economy, Israel and the Nations and The Heart of a King as well as numerous articles on marketplace agendas, entrepreneurship and spiritual gifts, and the dynamics of markets undergoing change. Mr. Ruddick has been a board member of several international charitable and humanitarian organizations. He served as Corporate Secretary of the segment of the International Christian Chamber of Commerce that produced the popular Chinese television series " You Can Start a Business ." Mr. Ruddick has been a keynote speaker and workshop leader for numerous national and international leadership summits, CEO forums and marketplace conferences; and is a member of the editorial advisory board of the Journal of Ministry Marketing and Management.

Over the years, he has served executive-suite management with his planning and strategy development talents in a diversity of progressive mid-sized operations, charitable organizations, and a diversity of well-known multi-national companies. He was at the helm of designing and implementing two successful corporate turnarounds, one being for a $1.4 billion firm. His specialty for both the business and charity spheres is in evaluating the dynamics impacting changing and emerging markets.