Essentials of Marketing Research

Essentials of Marketing Research by Itps Thomson Learning is a comprehensive guidebook for businesses and individuals looking to conduct effective market research. The book covers everything from basic research principles to advanced statistical analysis techniques in a clear and approachable manner.

The book starts by discussing the importance of market research and its role in effective decision-making. It then moves on to explain the various research methods available, including both qualitative and quantitative approaches. Special attention is given to the process of survey design and data collection, with detailed guidance on creating effective questionnaires and avoiding common pitfalls.

In addition, the book covers the important topic of sampling, including how to create a representative sample and avoid bias in your research. The latter part of the book focuses on data analysis techniques, including both descriptive and inferential statistics. The book also includes a dedicated chapter on using statistical software to analyze data, providing step-by-step guidance on popular packages such as SPSS and Excel.

Throughout the book, readers benefit from numerous real-world examples and case studies, as well as helpful tips and tricks. All key terms are clearly defined, making this an excellent resource for both beginners and more experienced practitioners looking to refresh their knowledge.

Essentials of Marketing Research is an essential resource for anyone looking to perform effective market research in today's business environment.