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9780273706892

Marketing Research

by ;
  • ISBN13:

    9780273706892

  • ISBN10:

    0273706896

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2008-12-30
  • Publisher: Ft Pr
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List Price: $110.00

Author Biography

David F. Birks is Senior Lecturer in Marketing in the School of Management, University of Southampton.

Table of Contents

Introduction to marketing research
Defining the marketing research problem and developing a research approach
Research design
Secondary data collection and analysis
Internal secondary data and the use of databases
Qualitative research: its nature and approaches
Qualitative research: focus group discussions
Qualitative research: depth interviewing and projective techniques
Qualitative research: data analysis
Survey and quantitative observation techniques
Causal research design: experimentation
Measurement and scaling: fundamentals, comparative and non-comparative scaling
Questionnaire design
Sampling: design and procedures
Sampling: final and initial sample size determination
Survey fieldwork
Data preparation
Frequency distribution, cross-tabulation and hypothesis testing
Analysis of variance and covariance
Correlation and regression
Discriminant analysis
Factor analysis
Cluster analysis
Multidimensional scaling and conjoint analysis
Report preparation and presentation
International marketing research
Professional perspectives
Be creative to innovate: market research can be the enemy of innovation
Research is not a substitute for talent and skills
Can marketing research help to create purchasers?
Online market research surveys on the Internet
Online methodological meditations
Net vs. phone: the great debate
Net reporting comes of age
Mission impossible
How online retrieval is devaluing research
Ringing home
The new management tool that's no mystery
The field-good factor
Decision-making at Heineken
Quality research
Researching marketing competencies with Action Research
Out of the mouths of babes
The acid test
SUMMO 2000: outdoor research on the move
The role of marketing research in the international strategies of German trade fair companies
Prospects for the use of the Internet for the marketing research industry
Table of Contents provided by Publisher. All Rights Reserved.

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