Marketing Research

by Parasuraman, A.; Grewal, Dhruv; Krishnan, R.

• ISBN13: 9780618000623
• ISBN10: 0618000623
• Edition: 1st
• Format: Paperback
• Copyright: 2003-02-27
• Publisher: South-Western College Pub

Summary

InMarketing Research,the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive features include integrated coverage of technology tools and statistical analysis, current research, and a strong focus on strategy. To reinforce the text's emphasis on technology, each new copy of the text can be packaged with SPSS software containing data sets--created by the authors--specifically related to examples and tutorials from the chapters on data analysis. Case in Pointsections appear after the introduction of each major topic to reinforce key information with detailed examples. Research in Useboxes provide a variety of interesting real-world examples--often featuring offbeat or unique scenarios--that in some instances have been researched firsthand by the authors. Chapter 5,Using Geographic Information Systems for Marketing Research,devotes special attention to an important tool used in contemporary marketing research.

Table of Contents

Preliminary

Introduction to Marketing Research

The Nature and Scope of Marketing Research

The Marketing Research Process

Types of Marketing Research

Data Collection: Types and Methods

Secondary Data

Using Geographic Information Systems for Marketing Research

Primary-Data Collection

Qualitative Research

Experimentation in Marketing Research

Data Collection: Measurement Instruments and Sampling

Measurement and Scaling

Questionnaire Design

Sampling Foundations

Data Analysis

Quality Control and Initial Analysis of Data

Hypothesis Testing

Examining Associations: Correlation and Regression

Overview of Other Multivariate Techniques

Communicating with Research Users

Presenting Research Results

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