Title: Basic Marketing Research (with Qualtrics, 1 term (6 months) Printed Access Card) – 9th Edition
Authors: Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
Publisher: Cengage Learning
Description:
“Basic Marketing Research” in its 9th edition, authored by Tom J. Brown, Tracy A. Suter, and Gilbert A. Churchill, provides a comprehensive overview of marketing research methods and techniques. This edition emphasizes the importance of understanding customer needs and preferences to make informed marketing decisions.
The book covers essential topics such as research design, data collection methods, sampling techniques, data analysis, and reporting findings. It also explores the role of technology in marketing research, including the use of online surveys and data analytics tools like Qualtrics.
With a focus on practical application, the 9th edition includes real-world examples and case studies from various industries to illustrate how marketing research is conducted in different contexts. It also emphasizes the ethical considerations and implications of marketing research practices.
In addition to the printed text, the book includes access to Qualtrics, a leading online survey platform, allowing students to gain hands-on experience with designing and conducting marketing research surveys.
Whether used in marketing courses or as a reference for marketing professionals, “Basic Marketing Research” serves as a valuable resource for understanding the principles and practices of conducting effective marketing research.