Synopses & Reviews
Marketing Research, 4/e takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This new edition was written to meet the needs of students through additional coverage of qualitative methods, emphasis on applied research projects as well as cases studies or exercises at the end of the chapters. The text is concise, highly readable and value-priced, yet it delivers the basic knowledge needed for an introductory text. The authors provide the student with an exciting, up-to-date text and an extensive supplement package.
Table of Contents
Part 1: The Role and Value of Marketing Research
Chapter 1: Marketing Research and Managerial Decision Making
Chapter 2: Overview of the Research Process and Research Proposals
Chapter 3: Information Driven Technology and the Research Process
Chapter 4: Market Intelligence and Database Research
Part 2: Designing Marketing Research Projects
Chapter 5: Secondary Research: Designs, Searches and Sources
Chapter 6: Exploratory Research using Qualitative and Observation Methods
Chapter 7: Analyzing and Reporting Qualitative Research
Chapter 8: Descriptive Research Designs Using Surveys
Chapter 9: Causal Research Designs and Test Markets
Part 3: Designing and Conducting Surveys
Chapter 10 Sampling: Theories, Designs, and Plans
Chapter 11: Overview Measurement: Construct Development and Scaling
Chapter 12: Advanced Measurement Designs for Survey Research
Chapter 13: Questionnaire Designs: Concepts and Issues
Part 4: Data Preparation, Analysis, and Reporting Results
Chapter 14: Preparing Survey Data for Analysis
Chapter 15: Data Analysis: Testing for Significant Differences
Chapter 16: Data Analysis: Testing for Associations
Chapter 17: Overview of Multivariate Analysis Methods
Chapter 18: Preparing and Presenting Marketing Research Reports