The Marketing Research Guide or Socialization of Graduate and Professional Students in Higher Education

The Marketing Research Guide

Author: Robert E Stevens

The Marketing Research Guide carries readers step-by-step through the complete marketing research process, providing worksheets, sample proposals, questionnaires, and a copy of a final report to give insight into the tools and techniques of marketing research. It is ideal for managers who must negotiate, evaluate, and use marketing research as a part of the decision-making process; for individuals involved in the research process who need to review marketing research procedures or find examples of specific techniques; and as a college text for courses in marketing research, especially those that focus on conducting actual marketing research project. Worksheets at the end of each chapter help you develop outlines of your own marketing research projects, while the appendixes provide examples that help you visualize what your reports should look like. Another useful feature is the description of the major forecasting, sampling, and analysis techniques without the use of mathematical formulas - a quality sure to be appreciated by marketers and those ambivalent toward mathematics.

Booknews

Intended for use as a college-level textbook for courses in marketing research, as well as for managers using market research, this volume provides guidance through the marketing research process from design to execution. Includes worksheets at the end of each chapter, appendices providing an example of a final report, and ample proposals and questionnaires, as well as a description of the major forecasting, sampling, and analysis techniques without the use of mathematical formulas, for marketers and students ambivalent toward mathematics. Annotation c. by Book News, Inc., Portland, Or.

Table of Contents:

Ch. 1	Introduction to marketing research	1
Ch. 2	Research designs for management decisions	25
Ch. 3	Experimentation	49
Ch. 4	Measurement	73
Ch. 5	Introduction to data collection	89
Ch. 6	Designing the data-gathering instrument	133
Ch. 7	Fielding the data-gathering instrument	155
Ch. 8	Sampling methods and sample size	181
Ch. 9	Analyzing and interpreting data for decisions	197
Ch. 10	Advanced data analysis	225
Ch. 11	The research report	249
Ch. 12	Industrial and international market research	263
Ch. 13	Mail surveys	287
Ch. 14	Concept/product testing	299

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Socialization of Graduate and Professional Students in Higher Education, Vol. 3

Author: John Weidman

Weidman addresses both curricular and dispositional aspects of the graduate and professional students' experiences in higher education as well as processes through which individual students are socialized. This report provides historical background on the study of professional socialization, compares and contrasts models of professional preparation, and addresses implications for the organization and administration of graduate and professional education programs.