What is bad marketing research? What are the research alternatives? How do you interpret and apply the results? These are just a few of the questions this classic text answers! The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today's businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus! This exciting new edition features:
*A new focus on database marketing one of many Emerging Applications of Marketing Research treated in depth in a new chapter
*A new chapter on one of the exciting and high-interest new trends in the market Marketing Research on the Internet
*Coverage of the most recent developments in the field such as competitive advantage, brand equity, total quality management, and customer satisfaction.
*Thorough treatment of the most advanced and effective marketing research methodologies, including their limitations as well as their potential for enhancing research results
|Edition description:||Older Edition|
|Product dimensions:||8.35(w) x 10.18(h) x 1.28(d)|
Table of Contents
PART I: The Nature and Scope of Marketing Research.
Chapter 1 A Decision-Making Perspective on Marketing Intelligence.
Chapter 2 Marketing Research in Practice.
Chapter 3 The Marketing Research Process.
Chapter 4 Research Design and Implementation.
PART II: Data Collection.
SECTION A: Secondary and Exploratory Research.
Chapter 5 Secondary Sources of Marketing Data.
Chapter 6 Standardized Sources of Marketing Data.
Chapter 7 Marketing Research on the Internet.
Chapter 8 Information Collection: Qualitative and Observational Methods.
SECTION B: Descriptive Research.
Chapter 9 Information from Respondents: Issues in Data Collection.
Chapter 10 Information from Respondents: Survey Methods.
Chapter 11 Attitude Measurement.
Chapter 12 Designing the Questionnaire.
SECTION C: Causal Research.
Chapter 13 Experimentation.
SECTION D: Sampling.
Chapter 14 Sampling Fundamentals.
Chapter 15 Sample Size and Statistical Theory.
PART III: Data Analysis.
Chapter 16 Fundamentals of Data Analysis.
Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations.
Chapter 18 Hypothesis Testing: Means and Proportions.
PART IV: Special Topics in Data Analysis.
Chapter 19 Correlation Analysis and Regression Analysis.
Chapter 20 Discriminant and Canonical Analysis.
Chapter 21 Factor and Cluster Analysis.
Chapter 22 Multidimensional Scaling and Conjoint Analysis.
Chapter 23 Presenting the Results.
PART V: Applications of Marketing Intelligence.
Chapter 24 Traditional Applications: Product, Price, Distribution, and Promotion.
Chapter 25 Contemporary Applications: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management.
Chapter 26 Emerging Applications: Database Marketing, E-Commerce, Relationship Marketing, & Customer Intelligence.
Appendices: Tables A1-A6.