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.
|Publisher:||Prentice Hall Professional Technical Reference|
|Edition description:||Older Edition|
|Product dimensions:||8.26(w) x 10.24(h) x 1.60(d)|
Table of Contents
I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH.
1. Introduction to Marketing Research.
2. Defining the Marketing Research Problem and Developing an Approach.
II. RESEARCH DESIGN FORMULATION.
3. Research Design.
4. Exploratory Research Design: Secondary Data.
5. Exploratory Research Design: Qualitative Research.
6. Descriptive Research Design: Survey and Observation.
7. Causal Research Design: Experimentation.
8. Measurement and Scaling: Fundamentals and Comparative Scaling.
9. Measurement and Scaling: Noncomparative Scaling Techniques.
10. Questionnaire and Form Design.
11. Sampling: Design and Procedures.
12. Final and Initial Sample Size Determination.
III. DATA COLLECTION.
13. Field Work.
IV. DATA PREPARATION AND ANALYSIS.
14. Data Preparation.
15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing.
16. Analysis of Variance and Covariance.
17. Correlation and Regression.
18. Discriminant Analysis.
19. Factor Analysis.
20. Cluster Analysis.
21. Multidimensional Scaling and Conjoint Analysis.
V. COMMUNICATING THE RESEARCH PROJECT.
22. Report Preparation and Presentation.
VI. INTERNATIONAL AND ETHICAL DIMENSION.
23. International Marketing Research.
24. Ethics in Marketing Research.
Appendix: Statistical Tables.