Fundamentals of Marketing Research

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Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling.  The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.

Key Features

• Contains a wealth of modern methods and techniques not found in competing texts
• Provides numerous illustrative cases at the end of each section
• Integrates international marketing research throughout instead of placing it in a separate chapter
• Has a full chapter devoted to the essential topic of online research
• An Instructor′s Manual on CD-ROM provides instructors with examination questions, additional background material on discussion questions in the text, and other helpful aids

Fundamentals of Marketing Research has been bundled at no additional cost to the students, with a license to use to prepare and distribute an online survey. 

Scott M. Smith is Professor of Marketing in the Marriott School of Management, Brigham Young University. Dr. Smith’s research and publication interests are online survey technologies for marketing research, Internet research and methodology, and computer modeling. He is the Founder and Director of Surveypro.com, SurveyTime.com, and SurveyZ.com which are online ASPs offering advanced survey research, database, and analysis tools. He is the author of the PC-MDS statistical software programs for conjoint and multidimensional scaling analysis for the personal computer. He has authored 12 books and monographs and more than 60 articles and papers. He has published in Marketing Research, Journal of Consumer Research, Journal of Business Research, Journal of the Academy of Marketing Science, Journal of Marketing Education (awarded the year′s outstanding article), and Journal of Business Ethics. His most recently completed academic books are titled, Research for Marketing Decisions (with Paul E. Green and Gerald Albaum), Multidimensional Scaling (with Paul E. Green and Frank J. Carmone Jr.) and Computer Assisted Decisions in Marketing (with William R. Swinyard). Gerald Albaum is Research Professor in the Marketing Department at the Robert O. Anderson Schools of Management, the University of New Mexico, Professor Emeritus of Marketing, University of Oregon, and Senior Research Fellow, IC2 Institute, University of Texas at Austin. Professor Albaum’s teaching areas include International Marketing, Marketing Research, Entering Asian Markets. His research interests include Measurement and Scaling, Issues in Research Methodology, Direct Selling Relationships, Management Style and Decision Making, Foreign Market Entry Strategy, and International Marketing. Professor Albaum has written numerous articles published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of the Market Research Society, Psychological Reports, Journal of Retailing, Journal of Business and Journal of Business Research. He is the author, co-author, or editor twenty books including International Marketing and Export Management. Pearson Education Limited (UK), Fourth Edition, 2002 (with J. Strandskov, E. Duerr) and Research for Marketing Decisions. Englewood Cliffs, NJ: Prentice-Hall, Fifth Edition, 1988 (with P. Green and D. Tull).