Marketing Research : An Applied Orientation

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Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions.

Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: Secondary Data; Exploratory Research Design: Qualitative Research; Descriptive Research design: Survey and Observation; Causal ...

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Overview

Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions.

Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: Secondary Data; Exploratory Research Design: Qualitative Research; Descriptive Research design: Survey and Observation; Causal Research Design: Experimentation; Measurement and Scaling: Fundamentals and Comparative Scaling; Measurement and Scaling: Noncomparative Scaling Techniques; Questionnaire and Form Design; Sampling: Design and Procedures; Sampling: Final and Initial Sample Size Determination; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminant and Logit Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing Research

The comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.

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Editorial Reviews

Booknews
A text for undergraduates and graduate students, reflecting current trends in international marketing, ethics, and the integration of microcomputers and mainframes into the field. Organization of material is based on a six-step framework for conducting marketing research, with sections on research design; field work; data preparation and analysis; and preparing reports. Features chapter summaries, problems and computer exercises, and mnemonic acronyms. This second edition includes new computer applications and updated examples and cases. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780132428019
  • Publisher: Prentice Hall
  • Publication date: 4/1/1900
  • Edition description: 2 ED

Table of Contents

Pt. I Introduction and Early Phases of Marketing Research
Ch. 1 Introduction to Marketing Research 3
Ch. 2 Defining the Marketing Research Problem 33
Ch. 3 Developing an Approach to the Problem 56
Practitioner Viewpoints 74
Cases 80
Pt. II Research Design Formulation
Ch. 4 Research Design 89
Ch. 5 Exploratory Research Design: Secondary Data 115
Ch. 6 Exploratory Research Design: Qualitative Research 156
Ch. 7 Descriptive Research Design: Survey and Observation 185
Ch. 8 Causal Research Design: Experimentation 217
Ch. 9 Specifying the Information Needed 252
Ch. 10 Measurement and Scaling: Fundamentals and Comparative Scaling 275
Ch. 11 Measurement and Scaling: Noncomparative Scaling Techniques 292
Ch. 12 Questionnaire and Form Design 317
Ch. 13 Sampling: Design and Procedures 349
Ch. 14 Sampling: Statistical Considerations 381
Practitioner Viewpoints 403
Cases 412
Pt. III Data Collection
Ch. 15 Field Work 429
Practitioner Viewpoints 445
Cases 448
Pt. IV Data Preparation and Analysis
Ch. 16 Data Preparation 452
Ch. 17 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 477
Ch. 18 Analysis of Variance and Covariance 518
Ch. 19 Correlation and Regression 547
Ch. 20 Discriminant Analysis 589
Ch. 21 Factor Analysis 617
Ch. 22 Cluster Analysis 644
Ch. 23 Multidimensional Scaling and Conjoint Analysis 668
Practitioner Viewpoints 703
Cases 718
Pt. V Communicating the Research Project
Ch. 24 Report Preparation and Presentation 738
Practitioner Viewpoints 760
Cases 761
Pt. VI International Dimension
Ch. 25 International Marketing Research 770
Practitioner Viewpoints 795
Cases 797
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