Marketing Research, 8th Edition / Edition 8

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Relevant and recent examples and citations.

* In-depth coverage of e-commerce and database marketing.

* Cases and problems cover a wide range of products and organizations.

* Takes readers step by step through the entire marketing research process, describing the most advanced and current methodologies.

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Product Details

  • ISBN-13: 9780471230571
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 6/6/2003
  • Edition description: Older Edition
  • Edition number: 8
  • Pages: 800
  • Product dimensions: 8.17 (w) x 10.22 (h) x 1.39 (d)

Table of Contents

Ch. 1 A Decision-Making Perspective on Marketing Intelligence 1
Ch. 2 Marketing Research in Practice 26
Ch. 3 The Marketing Research Process 43
Ch. 4 Research Design and Implementation 73
Ch. 5 Secondary Sources of Marketing Data 105
Ch. 6 Standardized Sources of Marketing Data 131
Ch. 7 Marketing Research on the Internet 160
Ch. 8 Information Collection: Qualitative and Observational Methods 188
Ch. 9 Information from Respondents: Issues in Data Collection 226
Ch. 10 Information from Respondents: Survey Methods 242
Ch. 11 Attitude Measurement 281
Ch. 12 Designing the Questionnaire 312
Ch. 13 Experimentation 340
Ch. 14 Sampling Fundamentals 372
Ch. 15 Sample Size and Statistical Theory 402
Ch. 16 Fundamentals of Data Analysis 432
Ch. 17 Hypothesis Testing: Basic Concepts and Tests of Associations 453
Ch. 18 Hypothesis Testing: Means and Proportions 472
Ch. 19 Correlation Analysis and Regression Analysis 509
Ch. 20 Discriminant and Canonical Analysis 541
Ch. 21 Factor and Cluster Analysis 562
Ch. 22 Multidimensional Scaling and Conjoint Analysis 593
Ch. 23 Presenting the Results 620
Ch. 24 Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion 637
Ch. 25 Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management 676
Ch. 26 Emerging Applications of Marketing Intelligence: Database Marketing, E-Commerce, Relationship Marketing, and Marketing Intelligence 702
Glossary 753
Index 763
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