Marketing Research: Methodological Foundations (Book Only) / Edition 10

Marketing Research: Methodological Foundations (Book Only) / Edition 10

by Dawn Iacobucci
     
 

This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It… See more details below

Overview

This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It may be used for both upper-division undergraduate and graduate level courses.

Product Details

ISBN-13:
9780324359954
Publisher:
Cengage Learning
Publication date:
10/20/2009
Pages:
624
Product dimensions:
8.00(w) x 10.00(h) x 1.10(d)

Table of Contents

Pt. 1Marketing Research, the Research Process, and Problem Definition1
1Marketing Research: A Pervasive Activity2
2Alternative Approaches to Marketing Intelligence27
Appendix 2A: Marketing Research Ethics55
3The Research Process and Problem Formulation79
Appendix 3A: Bayesian Decision Theory112
Pt. 2Determine Research Design143
4Research Design144
5Causal Designs190
Pt. 3Design Data Collection Method and Forms269
6Data Collection: Secondary Data270
Appendix 6A: Secondary Data318
7Data Collection: Primary Data336
8Data Collection Forms396
9Attitude Measurement451
Appendix 9A: Perceptual Mapping490
Appendix 9B: Conjoint Measurement505
Appendix 9C: Psychological Measurement525
Pt. 4Sample Design and Data Collection573
10Sampling Procedures574
11Sample Size628
12Collecting the Data: Field Procedures and Nonsampling Errors652
Pt. 5Analysis and Interpretation of Data735
13Data Analysis: Preliminary Steps736
Appendix 13A: Avery Sporting Goods784
14Data Analysis: Basic Questions798
Appendix 14A: Hypothesis Testing821
15Data Analysis: Examination of Differences837
Appendix 15A: Analysis of Variance862
Appendix 15B: Analysis of Catalog Buying Data883
16Data Analysis: Investigation of Association887
Appendix 16A: Nonparametric Measures of Association921
Appendix 16B: Analysis of Catalog-Buying Data937
17Data Analysis: Discriminant, Factor, and Cluster Analysis940
Appendix 17A: Analysis of Catalog-Buying Data1021
Pt. 6The Research Report1079
18The Research Report1080
Epilogue1114
Appendix A Cumulative Standard Unit Normal DistributionA-1
Appendix B Selected Percentiles of the X[superscript 2] DistributionA-2
Appendix C Upper Percentiles of the t DistributionA-3
Appendix D Selected Percentiles of the F DistributionA-4
GlossaryG-1
IndexI-1

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