Introducing Marketing Research

PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School. BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.

• 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 Marketd and Marketing Research Appendix 1: Selected Sources of Secondary Information Appendix 2: Statistical Tables Glossary Index

"…an excellent introduction to the topic…certainly a text I would recommend for undergraduate marketing/ marketing research courses…" (The Marketing Review, Winter 2002)