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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 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.
|Edition description:||2 ED|
Table of ContentsPART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Chapter 1 Introduction to Marketing Research Chapter 2 Defining the Marketing Research Problem and Developing an Approach
PART II: RESEARCH DESIGN FORMULATION Chapter 3 Research Design Chapter 4 Exploratory Research Design: Secondary Data Chapter 5 Exploratory Research Design: Qualitative Research Chapter 6 Descriptive Research design: Survey and Observation Chapter 7 Causal Research Design: Experimentation Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques Chapter 10 Questionnaire and Form Design Chapter 11 Sampling: Design and Procedures Chapter 12 Sampling: Final and Initial Sample Size Determination
PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING Chapter 13 Field Work Chapter 14 Data Preparation Chapter 15 Frequency Distribution, Cross-tabulation, and Hypothesis Testing Chapter 16 Analysis of Variance and Covariance Chapter 17 Correlation and Regression Chapter 18 Discriminant and Logit Analysis Chapter 19 Factor Analysis Chapter 20 Cluster Analysis Chapter 21 Multidimensional Scaling and Conjoint Analysis Chapter 22 Structural Equation Modeling and Path Analysis Chapter 23 Report Preparation and Presentation Chapter 24 International Marketing Research
Running Case: Dell Comprehensive Critical Thinking Cases Data Analysis Cases with Real Data Comprehensive Cases with Real Data Comprehensive Harvard Business School Cases