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|Pt. I||Introduction and Early Phases of Marketing Research||1|
|1||Introduction to Marketing Research||2|
|2||Defining the Marketing Research Problem and Developing an Approach||34|
|Pt. II||Research Design Formulation||79|
|4||Exploratory Research Design: Secondary Data||108|
|5||Exploratory Research Design: Syndicated Sources of Secondary Data||136|
|6||Exploratory Research Design: Qualitative Research||164|
|7||Descriptive Research Design: Survey and Observation||192|
|8||Causal Research Design: Experimentation||222|
|9||Measurement and Scaling: Fundamentals and Comparative Scaling||252|
|10||Measurement and Scaling: Noncomparative Scaling Techniques||278|
|11||Questionnaire and Form Design||306|
|12||Sampling: Design and Procedures||342|
|13||Sampling: Final and Initial Sample Size Determination||374|
|Pt. III||Data Collection, Analysis, and Reporting||427|
|15||Data Preparation and Analysis Strategy||448|
|16||Frequency Distribution, Hypothesis Testing, and Cross-Tabulation||470|
|17||Hypothesis Testing Related to Differences||502|
|18||Correlation and Regression||532|
|19||Report Preparation and Presentation||566|
|Pt. IV||Comprehensive Cases||609|
|Company and Product Index||681|
The book is suitable for use in a basic marketing research course at the undergraduate level. Basic marketing research concepts and principles are presented so that they are easy to read and understand. An abundance of diagrams, tables, pictures, illustrations, and examples help to explain the concepts. Other features designed for undergraduate students include an opening vignette that is referred to throughout the chapter, acronyms at the end of each chapter summarizing the key concepts, extensive assignment material (questions, problems, and Internet and computer exercises), and activities (role playing, field work, and group discussion).
The book has four parts, based on a six-step framework for conducting marketing research. Part One provides an introduction to marketing research and discusses problem definition, the first and most important step. It also describes the nature and scope of research undertaken to develop an approach to the problem, the second step in the marketing research process.
Part Two covers research design, the third step, and describes in detail exploratory, descriptive, and causalresearch designs. The types of information commonly obtained in marketing research are described, as well as the appropriate scales for obtaining such information. Guidelines for designing questionnaires are presented, and the procedures, techniques, and statistical considerations involved in sampling are explained.
Part Three presents a practical and managerially oriented discussion of field work, the fourth step in the marketing research process. It also covers data preparation and analysis, the fifth step. Basic statistical techniques are discussed in detail, with emphasis on procedures, results, and managerial implications. Four statistical packages—SPSS, SAS, MINITAB, and EXCEL—are featured. While four statistical packages are featured, SPSS gets special emphasis. A student version of SPSS is enclosed along with SPSS files for all the data sets used in this book. Communicating the research by preparing and presenting a formal report constitutes the sixth step in the marketing research process, which is also discussed in Part Three. Finally, Part Four contains comprehensive cases and video cases.
The book has several important or unique features in terms of its content and its pedagogy.
The book is supported by a rich set of supplements, detailed below.
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