Marketing Research: Text And Cases
4th Edition
9353163382
·
9789353163389
© 2019 | Published: June 26, 2019
OVERVIEWThis revised fourth edition of Marketing Research continues to provide a crisp, clear, and easy-to-understand view of the methods, processes and techniques used in marketing research. The book has been updated to reflect some recent developme…
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PART 1: FUNDAMENTALS OF MARKETING RESEARCH
1. Introduction, Evolution, and Emerging Issues
2. The Marketing Research Process—An Overview
3. Research Methods and Design—Additional Inputs
4. Questionnaire Design—A Customer-centric Approach
5. Sampling Methods—Theory and Practice
6. Field Procedures
7. Planning the Data Analysis
PART 2: DATA ANALYSIS
8. Simple Tabulation and Cross-tabulation
9. ANOVA and the Design of Experiments
10. Correlation and Regression—Explaining Association and Causation
11. Discriminant Analysis for Classification and Prediction
12. Logistic Regression for Classification and Prediction
13. Factor Analysis for Data Reduction
14. Cluster Analysis for Market Segmentation
15. Multidimensional Scaling for Brand Positioning
16. Conjoint Analysis for Product Design
17. Attribute-based Perceptual Mapping Using Discriminant Analysis
18. Structural Equation Modeling (SEM) for Complex Models
PART 3: APPENDICES
Appendix 1: International Marketing Research
Appendix 2: Industrial Marketing Research
Appendix 3: Careers in Marketing Research
Objective Exam Practice Questions
References
Index
1. Introduction, Evolution, and Emerging Issues
2. The Marketing Research Process—An Overview
3. Research Methods and Design—Additional Inputs
4. Questionnaire Design—A Customer-centric Approach
5. Sampling Methods—Theory and Practice
6. Field Procedures
7. Planning the Data Analysis
PART 2: DATA ANALYSIS
8. Simple Tabulation and Cross-tabulation
9. ANOVA and the Design of Experiments
10. Correlation and Regression—Explaining Association and Causation
11. Discriminant Analysis for Classification and Prediction
12. Logistic Regression for Classification and Prediction
13. Factor Analysis for Data Reduction
14. Cluster Analysis for Market Segmentation
15. Multidimensional Scaling for Brand Positioning
16. Conjoint Analysis for Product Design
17. Attribute-based Perceptual Mapping Using Discriminant Analysis
18. Structural Equation Modeling (SEM) for Complex Models
PART 3: APPENDICES
Appendix 1: International Marketing Research
Appendix 2: Industrial Marketing Research
Appendix 3: Careers in Marketing Research
Objective Exam Practice Questions
References
Index
OVERVIEW
This revised fourth edition of Marketing Research continues to provide a crisp, clear, and easy-to-understand view of the methods, processes and techniques used in marketing research. The book has been updated to reflect some recent developments in the subject area that aid managerial decision-making. All aspects of marketing research—quantitative and qualitative, the what, why, and how of statistical tools—are covered with the help of relevant case studies.
KEY FEATURES
The updated coverage makes this edition vital for postgraduate and undergraduate students of management. Practitioners of marketing research will also find this book immensely useful.
• Modern, computer-based approach to statistical analyses
• Easy-to-understand examples and contemporary cases with data illustrating analytical techniques
• Data analyses procedures using SPSS program
• Enhanced coverage on qualitative methods such as Content Analysis, Discourse Analysis, Grounded Theory, etc.
• A new section on International Marketing Research illustrating complexities introduced by the environment in each country
• Inclusion of Summary, Assignment Questions, Case Studies and Objective Questions in each chapter
This revised fourth edition of Marketing Research continues to provide a crisp, clear, and easy-to-understand view of the methods, processes and techniques used in marketing research. The book has been updated to reflect some recent developments in the subject area that aid managerial decision-making. All aspects of marketing research—quantitative and qualitative, the what, why, and how of statistical tools—are covered with the help of relevant case studies.
KEY FEATURES
The updated coverage makes this edition vital for postgraduate and undergraduate students of management. Practitioners of marketing research will also find this book immensely useful.
• Modern, computer-based approach to statistical analyses
• Easy-to-understand examples and contemporary cases with data illustrating analytical techniques
• Data analyses procedures using SPSS program
• Enhanced coverage on qualitative methods such as Content Analysis, Discourse Analysis, Grounded Theory, etc.
• A new section on International Marketing Research illustrating complexities introduced by the environment in each country
• Inclusion of Summary, Assignment Questions, Case Studies and Objective Questions in each chapter