Marketing Research: Methodological Foundations (with Qualtrics Card) / Edition 10

Marketing Research: Methodological Foundations (with Qualtrics Card) / Edition 10

ISBN-10:
1439081018
ISBN-13:
9781439081013
Pub. Date:
10/20/2009
Publisher:
Cengage Learning
Select a Purchase Option (New Edition)
  • purchase options
    $81.52 $309.95 Save 74%
    • Free return shipping at the end of the rental period details
    • Textbook Rentals in 3 Easy Steps  details
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options
    $261.19 $309.95 Save 16% Current price is $261.19, Original price is $309.95. You Save 16%.
  • purchase options
    $178.62 $309.95 Save 42% Current price is $178.62, Original price is $309.95. You Save 42%.
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options

Overview

Marketing Research: Methodological Foundations (with Qualtrics Card) / Edition 10


Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for today's marketing research, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, ensures the reader develops a strong conceptual as well as practical understanding of marketing research as it's practiced today. The book's thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New Qualtrics™ research activities and coverage of SPSS 17 offer first-hand practice with some of the most popular online survey tools used in business today. With its proven applications, clear presentation, and variety of timely cases, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, serves as an exceptional learning tool for today's learners and as an invaluable reference tool for professionals throughout their careers.

Product Details

ISBN-13: 9781439081013
Publisher: Cengage Learning
Publication date: 10/20/2009
Edition description: New Edition
Pages: 700
Sales rank: 1,021,034
Product dimensions: 8.20(w) x 10.00(h) x 1.20(d)

Table of Contents


Part 1: MARKETINGI RESEARCH AND THE RESEARCH PROCESS. 1. Marketing Research: It's Everywhere! 2. Alternative Approaches to Marketing Intelligence. 3. The Research Process and Problem Formulation. Part 1 Cases. Case 1-1. Big Brothers of Fairfax County. Case 1-2. Using Loyalty Data at Flowers 4U. Case 1-3. E-Food and the Online Grocery Competition (A). Case 1-4. Choosing a Brand Name. Case 1-5. Moving Consumers from Awareness to Loyalty. Case 1-6. Qualitative Data from Open-Ended Survey Items: A Service Quality Example. Case 1-7. Extending a Travel Brand. Part 2: DETERMINING RESEARCH DESIGN. 4. Research Design, Exploratory Research, and Qualitative Data. 5. Descriptive Research. 6. Casual Designs. Part 2 Cases. Case 2-1. Riverside County Humane Society (A). Case 2-2. Hotstuff Computer Software (A). Case 2-3. Advertising Agency's Databank. Case 2-4. Bakhill Foods. Case 2-5. Internet Advertising and Your Brain (A). Case 2-6. Customer Relationship Management. Case 2-7. Ethnography in Practice: The Case of ESPN Zone, Chicago. Case 2-8. Brand Association Maps. Part 3: DESIGN DATA COLLECTION METHOD AND FORMS. 7. Data Collection: Secondary Data. 8. Data Collection: Primary Data. 9. Questionnaires and Data Collection Forms. 10. Attitude Measurement. 10 Appendix. Psychological Measurement. Part 3 Cases. Case 3-1. Food and the Online Grocery Competition (B). Case 3-2. Premium Pizza Inc. Case 3-3. CTM Productions (A). Case 3-4. Comparing Ads Against a Databank. Case 3-5. Measuring Magazines. Case 3-6. Secondary Data on Health from CDC. Case 3-7. Critiquing Questionnaires. Part 4: SAMPLE DESIGNS FOR DATA COLLECTION AND SAMPLE SIZE. 11. Sampling Procedures. 12. Determining Sample Size. 13. Field Procedures for Collecting the Data. Part 4 Cases. Case 4-1. Riverside County Humane Society (B). Case 4-2. Sampling Lead-Users for New Products. Case 4-3. Sampling from Your Loyalty Database. Case 4-4. International Differences in the Cost of Data. Case 4-5. Online Samples. Case 4-6. Sampling Gambling. Part 5: DATA ANALYSIS AND INTERPRETATION. 14. Preprocessing the Data, and Doing Cross-Tabs. 14 Appendix. Chi-Square and Related Indices. 15. Data Analysis--Basic Questions. 15 Appendix. Quick Stats Review. 16. Are My Groups The Same or Different? 16 Appendix. Quick Stats Review. 17. Are These Variables Related? 18. Multivariate Data Analysis. 18 Appendix. More Multivariate Statistical Techniques. Part 5 Cases. Case 5-1. CTM Productions (B). Case 5-2. E-Food and the Online Grocery Competition (C). Case 5-3. Internet Advertising and Your Brain (B). Case 5-4. A Picture is Worth a Megabyte of Words: Census Data and Trends in Lifestyle Purchases. Case 5-5. CountryCable: Customer Satisfaction Survey Data. Case 5-6. Teeth Whitening Conjoint Study. Case 5-7. Sports Marketing and Television Programming. Case 5-8. Repositioning a Brand. Case 5-9. Conjoint--Branding and Pricing. Case 5-10. Segmentation Study. Part 6: THE RESEARCH REPORT. 19. The Research Report.

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews