Baines and Chansarkar have written an introductory text for marketing and marketing research students. In
addition, the text will appeal to marketing research practitioners new to the industry and marketing
managers who commission research projects in the course of their work. The unique feature of the book is
its balance between qualitative and quantitative aspects of marketing research. It includes extended
coverage of important topics including international marketing research, business to business marketing
research, secondary data collection and internet marketing research.
The authors have adopted a practical focus including numerous recent examples of research projects from
their own consultancy and work experience.
The book is split into three parts: research design and methods, statistical considerations and contexts
in marketing research.
The chapters are structured with work assignments as well as content so that the book can be used to
conduct a twelve-part course in marketing research. Supplementary slides on the book's website
will provide further material for either educators or market research trainers.
Forewords by Robert M. Worcester, Chairman, MORI and Visiting Professor at the London School of Economics
and Dr David Smith, Chairman, Citigate DVL and Visiting Professor at the University of Hertfordshire
Business School.
"…an excellent introductory marketing text. The examples and practical focus employed throughout make it
both accessible and informative for student and practitioner alike" Dr John White, Senior Lecturer in
Marketing, University of Plymouth
"Introducing Marketing Research is a text that clearly identifies the recursive and interdependent nature
of the decision variables involved in the development of an effective research project. This alone
distinguishes it from other marketing texts where the research process is presented as a set of linear,
independent set of decisions which follow neatly one after the other to lead to a conclusion.It is also a
text which will, by its project focus, serve as both a reference in a practitioner's professional library
and as an introductory textbook for marketing undergraduates, postgraduates and other students in non-marketing courses who have an interest in the area."
Joel Haire, Lecturer in Market Research, Swinburne
University, Melbourne
Table of Contents:
Foreword by Robert M Worcester
Foreword by David Smith
Preface
About the Authors
About the Contributors
Part 1 Research Design and Methods
- Introduction to Marketing Research
- Marketing Research: Design and Process
- Desk Research and Secondary Data Collection
- Qualitative Research: Data Collection and Analysis
- Survey and Questionnaire Design
Part 2 Statistical Considerations
- Basic Statistics and Data Analysis
- An Introduction to Sampling
- Hypothesis Testing and Tests of Association
- Hypothesis Testing and Tests of Difference
Part 3 Contexts in Marketing Research
- International Marketing Research
- Internet Marketing Research
- Business to Business Markets and Marketing Research
Appendix 1: Selected Sources of Secondary Information
Appendix 2: Statistical Tables
Glossary
Index
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