For graduate level marketing research. This text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Third Edition reflects current trends in international marketing, ethics, and the continuing integration of technology. Includes 10.0 SPSS in back of every student copy.
I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH.
1. Introduction to Marketing Research.
2. Defining the Marketing Research Problem and Developing an Approach.
Professional Perspectives for Part I.
Cases for Part I.
PART 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.
9. Measurement and Scaling: Noncomparative Scaling Techniques.
10. Questionnaire and Form Design.
11. Sampling: Design and Procedures.
12. Sampling: Final and Initial Sample Size Determination.
Professional Perspectives for Part II.
Cases for Part II.
III. DATA COLLECTION, PREPARATION, AND ANALYSIS.
13. Field Work.
14. Data Preparation.
15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing.
16. Analysis of Variance and Covariance.
17. Correlation and Regression.
18. Discriminate Analysis.
19. Factor Analysis.
20. Cluster Analysis.
21. Multidimensional Scaling and Conjoint Analysis.
Professional Perspectives for Part III.
Cases for Part III.
IV. COMMUNICATION, INTERNATIONAL AND ETHICAL DIMENSIONS WITH APPLICATIONS.
22. Report Preparation and Presentation.
23. International Marketing Research.
24. Ethics in Marketing Research.
Professional Perspectives for Part IV.
Cases for Part IV. Appendix.