Workshop - MKTG 470 - Marketing Research - Research Guides at Eastern Michigan University

Market Research Reports

Mintel Market Research Reports This link opens in a new window
Subject: Market research for consumer products in U.S. and Europe
Info type: market research reports, customer demographics, competitive analysis, market-share analysis, articles on market trends
Access Tips: Academic use only.

Market Research guide
You can find other sources of market research reports on this guide.

Source for Geographic-based Market Statistics

DemographicsNow This link opens in a new window
Create demographic or consumer expenditure reports, graphs, and maps. Look-up individuals & businesses, or create lists.
Subjects: U.S. demographics & projections, consumer expenditure, market segmentation, retail sales potential, companies, consumer lifestyles & attitudes
Info type: census & consumer expenditure statistics, directory info, Mosaic market segmentation, Simmons consumer data
Search Instruction: Use the TUTORIALS link within the database.
Notes: Most company sales figures are computer-modeled estimates (not actual).
Access Tips: Also available via mel.org

Market Research guide
You can find more sources for statistics on demographics, consumer spending, lifestyles, and attitudes/opinions in different sections of the Market Research guide.

Marketing Questionnaire Books

The Essentials of Marketing Research by Lawrence Silver; Robert E. Stevens; Bruce Wrenn; David L. Loudon
Publication Date: 2012
The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This textbook covers: Secondary research and data mining Internet marketing research Qualitative and exploratory research Statistical analysis Marketing research ethics .
Designing Research Questionaires for Business and Management Students by Yuksel Ekinci
Publication Date: 2015
In Designing Research Questionnaires, Yuksel Ekinci guides you through origins, types of questionnaire, basic components, types of questions and properties of measurement scales, how to design a questionnaire, sequence of questions, layout decisions and pilot testing, examples and strengths and limitations.
The Handbook of Brand Management Scales by Lia Zarantonello; Véronique Pauwels-Delassus
Publication Date: 2015
Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Sample scales include brand personality, brand authenticity, consumer-brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts.
Handbook of Marketing Scales
Publication Date: 2011 - 3rd ed.
This reference describes measures used in consumer behavior and market research. Each scale includes: the construct, description, development, samples, validity, scores, source, references and other items. This book includes personality scales and other questionnaires that could be useful for management, psychology, education, or HR.
Online Panel Research by Mario Callegaro (Editor); Reginald P. Baker (Editor); Jelke Bethlehem (Editor); Anja S. Göritz (Editor); Jon A. Krosnick (Editor); Paul J. Lavrakas (Editor)
Publication Date: 2014
Provides insights into the accuracy and value of online panels for completing surveys
Questionnaire Design by Ian Brace
Publication Date: 2004
Questionnaires are a vital tool for the market researcher: they draw accurate information from respondents, give structure to interviews, facilitate data processing and provide a standard form on which facts, comments and attitudes can be recorded.
Survey Data Collection and Integration by Cristina Davino (Editor); Luigi Fabbris (Editor)
Publication Date: 2012
This book focuses on survey theory and applications, providing insight and innovative solutions to face problems in data collection and integration, complex sample design, opinion questionnaire design, and statistical estimation.