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Marketing Research (6th Edition)

Marketing Research (6th Edition)Authors: Alvin C. Burns, Ronald F. Bush
Publisher: Prentice Hall
Category: Book

List Price: $182.67
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New (29) Used (94) from $94.00

Seller: Holly Kardas
Rating: 4.5 out of 5 stars 4 reviews
Sales Rank: 50609

Media: Hardcover
Edition: 6
Pages: 672
Number Of Items: 1
Shipping Weight (lbs): 3.2
Dimensions (in): 10.1 x 8.3 x 1.2

ISBN: 0136027040
Dewey Decimal Number: 658.83
EAN: 9780136027041
ASIN: 0136027040

Publication Date: July 24, 2009
Availability: Usually ships in 1-2 business days
Also Available In:

  • Paperback - Marketing Research
  • Paperback - Marketing Research Within a Changing Information Environment (Tata McGraw-Hill Edition)
  • Paperback - Marketing Research
  • Hardcover - Marketing Research: Within a Changing Information Environment
  • Hardcover - Marketing Research: With Data Disk & SPSS & Forrest's Internet Marketing Intelligence
  • Paperback - Marketing Research
  • Paperback - Marketing Research
  • Hardcover - Marketing Research: Within a Changing Information Environment (McGraw-Hill/Irwin Series in Marketing)
  • Hardcover - Marketing Research Within a Changing Information Environment
  • Paperback - Marketing Research: Within a Changing Information Environment
  • Hardcover - Marketing Research: Within a Changing Information Environment w/Data Disk Pkg
  • Paperback - Marketing Research
  • Hardcover - Marketing Research with SPSS Package
  • Hardcover - Marketing Research
  • Hardcover - Marketing Research: Within a Changing Information Environment (McGraw-Hill/Irwin Series in Marketing)
  • Paperback - Marketing Research
  • Hardcover - Marketing Research: Within a Changing Information Environment (Mcgraw Hill/Irwin Series in Marketing)
  • Hardcover - Marketing Research
  • Paperback - Marketing Research: Within a Changing Information Environment
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Editorial Reviews:

Product Description
A “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it.
Introducing Marketing Research; Explaining the Marketing Research Process; Describing Characteristics of the Marketing Research Industry; Defining the Problem and Determining Research Objectives; Understanding Research Design; Using Secondary Data and Online Information Databases; Comprehending Standardized Information Sources; Utilizing Exploratory and Qualitative Research Techniques; Evaluating Survey Data Collection Methods; Understanding Measurement in Marketing Research; Developing Questions and Designing the Questionnaire; Determining How to Select the Sample; Determining the Size of a Sample; Dealing with Field work and Data Quality Issues; Using Basic Descriptive Analysis; Performing Population Estimates and Hypothesis Tests; Implementing Basic Differences Tests; Making Use of Associations Tests; Understanding Regression Analysis Basics; Preparing the Research Report and Presentation
Written at a level first-time marketing research readers can understand, this text provides the basic fundamentals of the statistical procedures used to analyze data.



Customer Reviews:
5 out of 5 stars GREAT TO LEARN METHODOLOGIES   July 24, 2008
Mig Pascual (Las Vegas, NV)
0 out of 2 found this review helpful

This was a college text book I used a couple years ago. It was a great resource to learn about various marketing research methodology.


5 out of 5 stars Great way to learn Marketing Research   January 11, 1999
8 out of 18 found this review helpful

I used this book along with a Marketing Research class at Drake University. The text clearly explained the principles of marketing research and provided real-life examples. I highly recommend this book to anyone involved with Marketing.


4 out of 5 stars A lot of extra words   January 9, 2007
N. Leed (Ontario, Canada)
0 out of 2 found this review helpful

I found the authors put in a lot of extra wording where it really wasn't needed. Really great examples throughout the text though, and a must have for anyone doing marketing research.


4 out of 5 stars Overall: Very Good   August 25, 2007
A Satisfied Amazon Customer (Minnesota)
0 out of 2 found this review helpful

Suffice it to say, it was an assigned text in an upper division college course. Suffice it to say also: I started a market research firm after graduating. The content of the book and lessons set a great foundation for my work.
There are two areas I would like to see improved upon in future versions however:
1) Have closer editing and copy proofing. There were far too may grammatical errors.
2) At times the author(s) used terms or names/labels that weren't already defined or described, so it left me having to stop reading and go back for a precise definition so that I could understand the intent being covered at the point in the text.
Other than that, well worth the read and investment. I still have it on my shelf and refer back to it when needed.