Basic Marketing Research 8th Edition by Tom – Test Bank

Examination Financial institution For Elementary Advertising Research Eighth Version by Tom

What units BASIC ADVERTISING RESEARCH other than different promoting and advertising textbooks? It stands out as a top seller because of its student-centered approach. Authors Brown, Suter, and Churchill are well aware that to be effective, scholars must be able to comprehend the material. This edition is packed with the attributes that contributed to its initial success, from study aids to updated content to a reader-friendly writing style. Additionally, within this volume, you will gain further insights into how professionals gather information and strategies for leveraging it to drive greater profits.

SUMMARY OF CONTENTS.
SECTION I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM IDENTIFICATION.
1. The Role of Marketing Research.
2. The Research Process and Ethical Considerations.
3. Problem Identification.
4. Exploratory Research.
SECTION II: Utilizing Existing Data to Address Challenges.
5. Decision Support Systems: Overview.
6. Decision Support Systems: Managing Big Data.
7. Leveraging External Secondary Data.
SECTION III: GATHERING PRIMARY DATA TO RESOLVE ISSUES.
8. Causal Research.
9. Collecting Descriptive Primary Data.
10. Data Collection via Observation.
11. Data Collection through Communication.
12. Formulating Effective Queries.
13. Planning the Data Collection Form.
14. Developing the Sampling Strategy.
15. Data Collection: Enhancing Response Rates while Minimizing Errors.
SECTION IV: DATA ANALYSIS.
16. Data Preparation for Evaluation.
17. Analysis and Interpretation: Individual Variables in Isolation.
18. Analysis and Interpretation: Multiple Variables Simultaneously.
SECTION V: PRESENTING THE FINDINGS.
19. The Verbal Research Presentation.
20. The Written Research Report.
Appendix.
Endnotes.
Glossary.
Index.