Marketing Research w/ Student CD-ROM

A winner of the prestigious Leavey Foundation Award in Free Enterprise Education, her institutions Distinguished Teaching award, and a two-time nominee for the CASE Ohio Teacher of the Year, Schindler has 40 years of experience teaching business research, marketing management, and creative advertising. Creator and long-time Director of Wittenberg's Center for Applied Management, she coordinated the Small Business Institute (SBI) program (winner of the 1996 National Showcase Award for innovation and excellence), as well as the Project Management Assistance program, in which she has guided more than 350 undergraduate students doing experiential research and strategic projects for businesses, not-for-profits, and government agencies. Schindler, professor emeritus  of Business Administration at Wittenberg University, mentors research methods and marketing faculty and is a strategic management consultant. www.linkedin.com/in/pamelaschindler/ Teaches research methods, statistics, and organizational behavior in the masters and doctoral programs of public administration and business. Cooper's Ph.D. is from Kent State University. In addition to grants, articles, books, and monographs, he has received several teaching awards, most recently from the College of Architecture, Urban & Public Affairs. Dr. Cooper serves as the managing director of the Cooper Research Group, a consultancy specializing in customer satisfaction, loyalty, defection, and market segmentation research for the electronics and computer industries. Currently, he provides senior management of domestic and global firms with brand, segmentation, and service analysis. Prior to his academic career, Cooper was responsible for executive recruitment at a Fortune 500 and was an U.S. Air Force Captain during four years of active duty.

Part 1: Introduction to Marketing Research 1. The Role of Research in Marketing 2. The Marketing Research Industry 3. Thinking Like a Researcher 4. The Marketing Research Process: An Overview 5. Clarifying the Research Question Through Secondary Data and Exploration 6. The Marketing Research Request and Proposal Process 7. Ethics in Marketing Research Part 2: The Design of Marketing Research 8. Design Strategies 9. Qualitative Research Appendix 9A: Creative Legacy of Qualitative Research 10. Observational Studies 11. Survey Data Collection Methods 12. Experiments and Test Markets Appendix 12A: Complex Experimental Designs Part 3: The Sources and Collection of Data 13. Measurement 14. Measurement Scales 15. Surveys and Instruments Appendix 15A: Pretesting Options and Discoveries 16. Basic Sampling Concepts 17. Determining Sample Size Part 4: Discovering Insights: Analysis and Presentation of Data 18. Data Preparation and Description and Exploration 19. Exploring, Displaying, and Examining Data 20. Hypothesis Testing 21. Measures of Association 22. Multivariate Analysis: An Overview Appendix 22A: MindWriter and 23. Presenting Insights and Findings: Written and Oral Reports Appendices A. Focus Group Discussion Guide B. Direct Marketing Association Information Security Guidelines C. Nonparametric Significance Tests D. Selected Statistical Tables References and Readings Glossary Credits and Acknowledgments