Fundamentals of Marketing Research

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Drawing together seminal and cutting-edge papers on qualitative and quantitative market research, this collection has been compiled by an award-winning scholar internationally hailed as a leading authority on market research. Naresh Malhotra offers academics a nuanced and comprehensive reading of the key issues and concepts across the field.

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Product Details

  • ISBN-13: 9781412921237
  • Publisher: SAGE Publications
  • Publication date: 8/18/2007
  • Series: SAGE Library in Marketing Series
  • Edition description: Six-Volume Set
  • Pages: 2560
  • Product dimensions: 6.14 (w) x 9.21 (h) x 7.00 (d)

Table of Contents

Volume One
Marketing Research in the New Millennium - Naresh K Malhotra and Mark Peterson
Emerging Issues and Trends
Helping Marketing Research Earn a Seat at the Table for Decision-Making - Naresh K Malhotra, Mark Peterson and Can Uslay
An Assessment and Prescription for the Future
Multiple Orientations for the Conduct of Marketing Research - David Brinberg and Elizabeth C Hirschman
An Analysis of the Academic/Practitioner Distinction
Exploitation to Engagement - Victoria Brooks
The Role of Market Research in Getting Close to Niche Markets
Marketing Research Activity and Company Performance - S Hart and A Diamantopoulos
Evidence from Manufacturing Industry
Marketing Research - Naresh K Malhotra, Mark Peterson and Kleiser
A State-of-the-Art Review and Directions for the 21st Century
'Oh No, the Consultants Are Coming!' - Sid Simmons and Angela Lovejoy
Defining Marketing Problems - Lawrence D Gibson
A Systematic Procedure for Targeting Marketing Research - R P Hamlin
Nonsampling versus Sampling Errors in Survey Research - Henry Assael and John Keon
Australian Marketing Managers' Perceptions of the Internet - E K F Leong, M T Ewing and L F Pitt
A Quasi-Longitudinal Perspective
Commercial Use of UPC Scanner Data - Randolph F Bucklin and Sunil Gupta
Industry and Academic Perspectives
Sales Information Systems - Bill Donaldson and George Wright
Are They Being Used for More Than Simple Mail Shots?
Managing the Capture of Individuals Viewing within a Peoplemeter Service - John Gill
Do Household Scanner Data Provide Representative Inferences from Brand Choices - Sachin Gupta et al
A Comparison with Store Data
Harvesting Past Research - Neil Helgeson, Jack Fentress and Bruce Lervoog
Assessing the Validity of Secondary Data Proxies for Marketing Constructs - Mark B Houston
Developments in Outputs from the 2001 Census - Barry Leventhal
Social Grading and the Census - Erhard Meier and Corrine Moy
The Role of Geodemographics in Segmenting and Targeting Consumer Markets - V W Mitchell and P J Mc Goldrick
A Delphi Study
Evolutionary Preference Segmentation with Panel Survey Data - Venkatram Ramaswamy
An Application to New Products
Volume Two
Small Sample Market Research - Timothy Bock and John Sergeant
Computer Applications - A New Road for Qualitative Data Analysis? - S Dembkowski and S Hanmer-Lloyd
The Use of Focus Groups for Idea Generation - Edward F Fern
The Effects of Group Size, Acquaintanceship and Moderator on Response Quantity and Quality
The Shopping List Studies and Projective Techniques - Eugene H Fram and Elaine Cibotti
A 40-Year View
Consumer Research, Interpretive Paradigms and Methodological Ambiguities - C Goulding
Exploring Phenomenological Research - Alexandra J Kenyon
Nominal Grouping Sessions versus Focus Groups - Barry E Langford, Gerald Schoenfeld and George Izzo
What 'Healthy Living' Means to Consumers - Paul Marsden
Trialing a New Qualitative Research Technique
Online Focus Groups - M M Montoya-Weiss, A P Massey and D L Clapper
Conceptual Issues and a Research Tool
Focus Groups in Cyberspace - Henrietta O'Connor and Clare Madge
Using the Internet for Qualitative Research
Processes of a Case Methodology for Postgraduate Research in Marketing - C Perry
Online Focus Groups - Donna J Reid and Fraser J Reid
Validity and Reliability in Case Study Research - Andreas M Riege
A Literature Review with 'Hands-on' Applications for Each Research Phase
Respondent Co-Operation in Focus Groups - Peter Tuckel and Michael Wood
A Field Study Using Moderator Ratings
E-Mail and Snail Mail Face off in Rematch - Duane P Bachmann, John Elfrink and Gary Vazzana
Amount, Timing and Value of Financial Incentives in Mail Surveys - Thomas J Bergmann, William J Hannaford and James Wenner
Does It Make a Difference?
A Comparison of Mail, Fax and Web-Based Survey Methods - Cihan Cobanoglu, Bill Warde and Patrick J Moreo
Is Survey Research Dead? - Lawrence A Crosby, Sheree L Johnson and Richard T Quinn
A Critical Exploration of Face-to-Face Interviewing versus Computer-Mediated Interviewing - Carolyn Folkman Curasi
Towards a Typology of Consumer Survey Research - I D Greig
Online Surveys in Marketing Research - Janet Ilieva, Steve Baron and Nigel Healey
Pros and Cons
Can Online Polls Produce Accurate Findings? - Peter Kellner
A Comparison of Online and Postal Data Collection Methods in Marketing Research - Heath Mc Donald and Stewart Adam
Comparing Response Distributions of Offline and Online Data Collection Methods - Neils Schillewaert and Pascale Meulemeester
Internet-Based Marketing Research - Alan Wilson and Nial Laskey
A Serious Alternative to Traditional Research Methods?
Volume Three
An Experimental Approach to Making Retail Store Environmental Decisions - Julie Baker, Michael Levy and Dhruv Grewal
Advertising Experiments at the Campbell Soup Company - Joseph O Eastlack and Ambar G Rao
Learning and Using Electronic Information Products and Services - Vikas Mittal and Mohanbir S Sawhney
A Field Study
The Right Side of Metrics - Gordon A Wyner
The Metric Quality of Ordered Categorical Data - V Srinivasan and Amiya K Basu
Measurement Validation in Marketing Research - Bruce L Alford and Brian T Engelland
A Review and Commentary
Measuring the Sources of Marketing Channel Power - James R Brown, Jean L Johnson and Harold F Koenig
A Comparison of Alternative Approaches
Development and Validation of a Brand Trust Scale - Elena Delgado-Ballester, Jose Luis Munuera-Alem[ac]an and Mar[ac]i Jes[ac]us Yag[um]ue-Guill[ac]en
The Use of Expert Judges in Scale Development - David M Hardesty and William O Bearden
Implications for Improving Face Validity Measures of Unobservable Constructs
The Dangers of Poor Construct Conceptualization - Scott B Mac Kenzie
Development and Validation of Scales to Measure Attitudes Influencing Monetary Donations to Charitable Organizations - Deborah J Webb, Corliss L Green and Thomas G Brashear
Pretesting Questionnaires - Ruth M Bolton
Content Analyses of Respondents' Concurrent Verbal Protocols
Question Order Effects in Measuring Service Quality - Carol W De Moranville and Carol C Bienstock
Response Order Effects - How Do People Read? - Bobby Duffy
Common Method Biases in Behavioral Research - Philip M Podsakoff et al
A Critical Review of the Literature and Recommended Remedies
The Effect of Pretest Method on Error Detection Rates - N Reynolds and A Diamantopoulos
Experimental Evidence
Split-Questionnaire Design - Marco Vriends, Michel Wedel and Zsolt Sandor
Improving the Quality of Shopping Center Sampling - Seymour Sudman
Sampling in the 21st Century - Seymour Sudman and Edward Blair
Sampling and Controlling a TV Audience Measurement Panel - Steve Wilcox
The Effect of Introductions on Telephone Survey Response Rates - Mike Brennan, Susan Benson and Zane Kearns
Riding the Wave - Cindy Claycomb, Stephen Porter and Charles Martin
Response Rates and the Effects of Time Intervals between Successive Mail Survey Follow-up Efforts
The Effect of Incentives in Web Surveys - Cihan Cobanoglu and Nesrin Cobanoglu
Application and Ethical Considerations
Are Consumer Survey Results Distorted? Systematic Impact of Behavioral Frequency and Duration on Survey Response Errors - Eunkyu Lee, Michael Y Hu and Rex S Toh
Volume Four
Methodological Issues in Cross-Cultural Marketing Research - Naresh K Malhotra, James Agarwal and Mark Peterson
Managing Outliers - Terry Clark
Qualitative Issues in the Handling of Extreme Observations in Marketing Research
Cases as Configurations - Raymond A Kent
Using Combinatorial and Fuzzy Logic to Analyze Marketing Data
Managing Missing Data - Marco Vriens and Eric Melton
Building Models for Marketing Decisions - Peter Leeflang and Dick Wittink
Past, Present and Future
Sampling Properties of Rate Questions with Implications for Survey Research - Bruce Buchanan and Donald G Morrison
Statistical Power and Effect Size in Marketing Research - Alan G Sawyer and Dwayne A Ball
The Significance of Statistical Tests in Marketing Research - Alan G Sawyer and J Paul Peter
The Effect of Background Music on Ad Processing - James J Kellaris, Anthony D Cox and Dena Cox
A Contingency Explanation
An Experimental Study of the Role of Brand Strength in the Relationship between the Medium of Communication and Perceived Credibility of the Message - Roger Marshall and Na Woon Bong
Effect Size and Power in Assessing Moderating Effects of Categorical Variables Using Multiple Regression - Herman Aguinis et al
A 30-Year Review
Managing Multicollinearity - Terry Grapentine
Path Analysis versus Structural Equation Modeling - Terry Grapentine
Parameter Estimation in Marketing Models in the Presence of Multicollinearity - Vijay Mahajan, Arun K Jain and Michel Bergier
An Application of Ridge Regression
A Meta-Analysis of the Size Effects in Consumer Behavior Experiments - Robert A Peterson, Gerald Albaum and Richard Beltramini
Collinearity, Power and Interpretation of Multiple Regression Analysis - Charlotte Mason and William Perreault
Identification and Analysis of Moderator Variables - Subhash Sharma, Richard Durand and Oded Gau-Arie
Multivariate Analysis versus Multiple Univariate Analysis - Carl Huberty and John Morris
Misleading Heuristics and Moderated Multiple Regression Models - Julie R Irwin and Gary H Mc Clelland
Internet Users' Information Privacy Concerns - Naresh K Malhotra, Sung Kim and James Agarwal
The Construct, the Scale and a Causal Model
Teaching the Concept of Breakdown Point in Simple Linear Regression - Wai-Sum Chan
Volume Five
Using Logistic Regression in Classification - G Hayden Green et al
A Logit Model of Brand Choice Calibrated on Scanner Data - Peter M Guadagni and John Little
Validation of Discriminant Analysis in Marketing Research - Melvin R Crask and William D Perreault Jr
Services Considered Important to Business Customers and Determinants of Bank Selection in Kuwait - Thabet A Edris and Mohammad A Almahmeed
A Segmentation Analysis
Using Discriminant Analysis in Marketing Research - William D Neal
Part One
Using Discriminant Analysis in Marketing Researech - William D Neal
Part Two
Exploring Repeated Measures Data Sets for Key Features Using Principal Components Analysis - Eric T Bradlow
Identifying the Most Influential Observations in Factor Analysis - Sangit Chatterjee, Linda Jamieson and Frederick Wiseman
Factor Analysis and Missing Data - Wagner A Kamakura and Michel Wedel
The Factor Structure of Multidimensional Response to Marketing Stimuli - V Srinivasan, P Vanden Abeele and I Butaye
A Comparison of Two Approaches
The Application and Misapplication of Factor Analysis in Marketing Research - David W Stewart
A Test for Clusters - Stephen John Arnold
Blinded by Science - Paul Bottomley and Agnes Nairn
The Managerial Consequences of Inadequately Validated Cluster Analysis Solutions
Strategic Orientations in Export Pricing - S Tamer Cavusgil, Kwong Chan and Chun Zhang
A Clustering Approach to Create Firm Taxonomies
A Note on the Reliability of Certain Clustering Algorithms - G Ray Funkhouser
Mapping Consumers' Cognitive Structures - G P Hodgkinson, J Padmore and A E Tomes
A Comparison of Similarity Trees with Multidimensional Scaling and Cluster Analysis
Grouping Euroconsumers - Sudhir H Kale
A Culture-Based Clustering Approach
Assessing Cluster Analysis Results - T D Klastorin
Cluster Analysis in Marketing Research - Girish Punj and David W Stewart
Review and Suggestions for Application
Cluster Analysis Gets Complicated - Rajan Sambandam
Volume Six
An Investigation of Country-of-Origin Effect Using Correspondence Analysis - Ming-Huei Hsieh
A Cross-National Context
Overcoming the Attribute Prespecification Bias in International Marketing Research - Naresh K Malhotra and Betsy Charles Bartels
Dual Scaling and Correspondence Analysis of Preferences, Paired Comparisons and Ratings - Anna Torres and Michael Greenacre
Bank Image - Ugur Yavas and Donald J Shemwell
Exposition and Illustration of Correspondence Analysis
Adaptive Conjoint Analysis versus Self-Explicated Models - Manoj K Agarwal and Paul E Green
Some Empirical Results
MDS Maps for Product Attributes and Market Response - Rick L Andrews and Ajay K Manrai
An Application to Scanner Panel Data
The Effects of Alternative Methods of Collecting Similarity Data for Multidimensional Scaling - Tammo H A Bijmolt and Michael Wedel
A Comparison of Multidimensional Scaling Methods for Perceptual Mapping - Tammo H A Bijmolt and Michael Wedel
Robustness of Conjoint Analysis - Frank J Carmone, Paul E Green and Arun Jain
Some Monte Carlo Results
Marketing Applications of MDS - Paul E Green
Assessment and Outlook
On the Robustness of Multidimensional Scaling Techniques - Paul E Green
Hybrid Models for Conjoint Analysis - Paul E Green
An Expository Review
Segmenting Markets with Conjoint Analysis - Paul E Green and Abba M Krieger
Conjoint Analysis in Consumer Research - Paul E Green and V Srinivasan
Issues and Outlook
Conjoint Analysis in Marketing - Paul E Green and V Srinivasan
New Developments with Implications for Research and Practice
Methodological Issues in Conjoint Analysis - S R Jaeger, D Hedderley and H J H Mac Fie
A Case Study
Conjoint Utility Limits as Affected by Conjoint Design and Estimating Program - Marvin J Karson and Gary M Mullet
Incorporating Context Effects in the Multidimensional Scaling of 'Pick Any/N' Choice Data - Juyoung Kim et al
Hierarchical Bayes Conjoint Analysis - Peter J Lenk
Recovery of Partworth Heterogeneity from Reduced Experimental Design
Information Overload in Conjoint Experiments - Rune Lines and Jon M Denstadli
Structural Reliability and Stability of Nonmetric Conjoint Analysis - Naresh K Malhotra
Validity and Reliability of Multidimensional Scaling - Naresh K Malhotra
A Cross-Validity Comparison of Rating-Based and Choice-Based Conjoint Analysis Models - William L Moore
The Importance of Product Country of Origin - C Okechucku
A Conjoint Analysis of the United States, Canada, Germany and The Netherlands
Conjoint Analysis Reliability - David Reibstein, John E Bateson and William Boulding
Empirical Findings
Improving Predictive Power of Conjoint Analysis by Constrained Parameter Estimation - V Srinivasan, Arun K Jain and Naresh K Malhotra
The Metric Quality of Full-Profile Judgments and the Number-of-Attribute-Levels Effect in Conjoint Analysis - Jan-Benedict E M Steenkamp and Dick R Wittink
Assessing the Effects of Abstract Attributes and Brand Familiarity in Conjoint Choice Experiments - Michel Wedel et al

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