Marketing Research: An Applied Orientation / Edition 2

Hardcover (Print)
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 97%)
Other sellers (Hardcover)
  • All (14) from $1.99   
  • New (2) from $37.59   
  • Used (12) from $1.99   
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any coupons and promotions
Seller since 2015

Feedback rating:



New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

Brand New Item.

Ships from: Chatham, NJ

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
Seller since 2015

Feedback rating:


Condition: New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
Page 1 of 1
Showing All
Sort by


The motivation in writing Marketing Research was to provide a college text that is comprehensive, practical, applied, and managerial and that presents a balanced coverage of both qualitative and quantitative material. This book is written from the perspective of users of marketing research, and it reflects the current trends in international marketing, ethics, and the integration of microcomputers and mainframes into this field.
Read More Show Less

Editorial Reviews

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 (
Read More Show Less

Product Details

  • ISBN-13: 9780131257337
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 12/28/1995
  • Edition description: Older Edition
  • Edition number: 2
  • Pages: 890
  • Product dimensions: 8.26 (w) x 10.24 (h) x 1.60 (d)

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
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)