Marketing Research: State-of-the-Art Perspectives

Overview

This is an authoritative, twenty-first-century guide to marketing research practices. This book is the voice of marketing research experts at the turn of the millenium. It collects insights from the best-known practitioners and academics in the world, including authors from the U.S., Canada, England, Scotland, and Australia. Each chapter is written by a specialist in the topic area. So the book provides state-of-the-art coverage of a spectrum of marketing research topics including the process from data to ...

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Overview

This is an authoritative, twenty-first-century guide to marketing research practices. This book is the voice of marketing research experts at the turn of the millenium. It collects insights from the best-known practitioners and academics in the world, including authors from the U.S., Canada, England, Scotland, and Australia. Each chapter is written by a specialist in the topic area. So the book provides state-of-the-art coverage of a spectrum of marketing research topics including the process from data to knowledge, the current practice of marketing research, and the variety of specialized forms of research. It also offers perspectives on issues of particular importance to the Information Age, such as Internet research and computer-aided qualitative data analysis.

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Product Details

  • ISBN-13: 9780877572831
  • Publisher: Cengage Learning
  • Publication date: 7/1/2000
  • Pages: 667
  • Product dimensions: 5.90 (w) x 9.10 (h) x 1.80 (d)

Meet the Author

Chuck Chakrapani is Chief Executive Officer of Millward Brown Goldfarb, President of Standard Research Systems, Adjunct Professor at the DeGroote School of Business at McMaster University, and former Executive Director and President of the PMRS.

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Table of Contents

I. DISCOVERING LAWLIKE RELATIONSHIPS. 1. Knowledge As Our Discipline. 2. Turning Data Into Knowledge. 3. At the Threshold of Science. II. GATHERING DATA. 4. The Process of Marketing Research. 5. Data Collection Methods and Marketing Research: A Comparision and Review of Alternatives. 6. Internet Research: The Brave New World. 7. Sampling Techniques. III. ANALYZING DATA. 9. Quantitative Data Analysis: Univariate Techniques. 10. Quantitative Data Analysis: Multivariate Techniques. 11. Computer-Based Qualitative Data Analysis. 12. Graphical Methods of Data Analysis and Presentation. IV. SEARCHING FOR STRUCTURE. 13. Marketing Mix Analysis: A Science...and an Art. 14. Market Segmentation. 15. Database and data Mining Techniques. 16. Public Opinion Polls. 17. Research in Advertising. 18. International Research. 19. Measuring the Equity in Customer Relationships. 20. Product and Package Testing. 21. Pricing Research. 22. Survey Research Goes to Court. VI. ENVISIONING THE FUTURE. 23. Looking into the Future. Notes on Contributors. Index.

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