Marketing Research

by Lehmann, Donald R.; Gupta, Sunil; Steckel, Joel H.

• ISBN13: 9780321014160
• ISBN10: 0321014162
• Format: Paperback
• Copyright: 1998-01-01
• Publisher: Prentice Hall

Summary

For upper-level undergraduate/graduate-level courses in Marketing Research. These renowned members of the academic community offer a textbook that was written with the intent of being more instructive and less encyclopedic than its competitors. Marketing Research tells a story and is more practical in terms of real world applications. It provides students with a complete analysis of benefits and pitfalls of various research methods and contains state-of-the-art and up-to-date coverage of marketing research related topics. It offers the professor and student up-to-date coverage of the latest marketing research issues.

Table of Contents

Contents	vii	(12)
Preface	xix
PART I Basic Concepts	1	(129)
Chapter 1 The Role of Marketing Research	1	(20)
Chapter 2 The Value of Information	21	(37)
Chapter 3 The Research Process	58	(20)
Chapter 4 Sources of Information	78	(52)
PART II Data Collection	130	(232)
Chapter 5 Qualitative Research	130	(13)
Chapter 6 Experiments	143	(27)
Chapter 7 Survey Design	170	(64)
Chapter 8 Measurement and Scaling	234	(50)
Chapter 9 Sampling in Marketing Research	284	(51)
Chapter 10 Data Coding and Editing	335	(27)
PART III Analytical Methods	362	(389)
Chapter 11 Basic Analysis	362	(58)
Chapter 12 Comparing Differences in Key Variables	420	(44)
Chapter 13 Regression Analysis	464	(76)
Chapter 14 Conjoint Analysis	540	(25)
Chapter 15 Cluster Analysis	565	(35)
Chapter 16 Factor Analysis	600	(29)
Chapter 17 Geometric Representation of Objects	629	(27)
Chapter 18 Discriminant Analysis	656	(35)
Chapter 19 Logit Models	691	(25)
Chapter 20 Additional Data Analytic Techniques	716	(23)
Chapter 21 Summary	739	(12)
Appendices	751	(8)
Subject Index	759	(16)
Author Index	775