Marketing Research for Managerial Decision Making: Data Analytics Using Microsoft Excel
Edition: 7
Copyright: 2021
Pages: 501
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Marketing Research for Managerial Decision Making: Data Analytics Using Microsoft Excel examines the role of marketing research in helping marketing managers make marketing decisions. In addition to describing important marketing research concepts, terms, techniques, and procedures, this book contains a number of MiniCases and Discussion Questions at the end of each chapter which provide the reader with an increased understanding of, and experience with, various aspects of a research project. This book also explains and illustrates how to use Microsoft® Excel to perform data analytics; including Pivot Tables, descriptive statistics, cross-tabs and chi-square, correlations, regression, t-tests, and ANOVA. Included are 34 individual analytics exercises for analyzing marketing research data. A separate Excel dataset accompanies each of these data analytics exercises. In addition to these exercises, 10 larger cases from a variety of industries and businesses allow the reader to apply multiple analytical techniques to larger and more complex marketing related situations. As with the smaller analytical exercises, a separate dataset accompanies each of these cases.
Chapter 1 What is Marketing Research?
Chapter 2 Marketing Research as a Profession
Chapter 3 Marketing Research and the Decision-Making Process
Chapter 4 Social Media and Emerging Technologies: Opportunities and Challenges
Chapter 5 Classes of Marketing Research
Chapter 6 The Marketing Research Process
Chapter 7 Identifying Marketing Problems: Exploratory Research Techniques
Chapter 8 Focus Groups
Chapter 9 Moderating a Focus Group Session
Chapter 10 Survey Data Collection Methodologies
Chapter 11 Sources of Error in Survey Research
Chapter 12 Measurement and Scaling
Chapter 13 Qualities of Good Measurement Scales: Reliability, Sensitivity and Validity
Chapter 14 Scales Used in Marketing Research Surveys
Chapter 15 Identifying Survey Research Objectives
Chapter 16 Writing Survey Questions and Organizing Surveys
Chapter 17 Sampling Procedures
Chapter 18 Casual Research and Experimental Design
Chapter 19 Entering and Preparing Data for Analysis
Chapter 20 Analyzing Quantitative Data
Chapter 21 Data Analytics: Descriptive Statistics, Pivot Tables, and Pivot Charts
Chapter 22 Data Analytics: Contingency Tables and Chi-Square Analysis
Chapter 23 Data Analytics: Correlation and Regression Analysis
Chapter 24 Data Analytics: Differences in Means
Chapter 25 Presenting Research Results to Decision Makers
Case 1 The Red Hills Mall
Case 2 Grandview Public Library
Case 3 OnStage Theater
Case 4 Fenton Springs B-Sharp Jazz Fest
Case 5 Rockville Medical Center
Case 6 Superspeedway Fan Survey
Case 7 Pinellas University Marketing Study
Case 8 State Tax Proposal Survey
Case 9 Thomas Buehl Historic Home and Museum
Case 10 Mutter Bäckerei Baked Goods Taste Test
Timothy R. Graeff, who received his Ph.D. in marketing from Penn State University, is Professor of Marketing and Director of the Office of Consumer Research at Middle Tennessee State University in Murfreesboro, Tennessee. He has taught marketing research for 24 years. He has received numerous awards for outstanding research, public service, and teaching. He has twice been named the MTSU Jennings A. Jones College of Business Outstanding Faculty Member, and has also received the State Farm Excellence Professorship. In 2005, he was named the Hormel Master Marketing Teacher of the year by the Marketing Management Association. Along with his publications in leading marketing journals, he has given many presentations at national and international marketing conferences. In addition to his writings, he also serves on the editorial review board of Marketing Education Review and Psychology & Marketing.