Marketing Research and SPSS 11. 0 Package

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  • Edition: 4th
  • Format: Hardcover w/CD
  • Copyright: 2004-01-01
  • Publisher: PRENTICE-HALL
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This 4th Edition of the international leader in marketing research books 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 book reflects current trends in international marketing, ethics, and the continuing integration of technology. It strives to build on the success of the previous editions by being even more contemporary, illustrative, and user-friendly.This comprehensive book covers all facets of marketing research analysis in a coherent three-part organization: Part 1 provides an introduction and discusses problem definition; Part 2 covers research design; and Part 3 presents a practical and managerially-oriented discussion of field work, along with data preparation and analysis.For marketing researchers, research analysts, junior analysts, marketing research directors, marketing reseach vice-presidents, and marketing research account executives.

Table of Contents

Introduction And Early Phases Of Marketing Research
Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach
Life in the Fast Lane: Fast Food Chains Race To Be Number One
Nike Sprints Ahead of the Competition, Yet Has a Long Way to Run
Lexus: Imparting Value to Luxury and Luxury to Value?
Video Cases
Ritz Carlton: "Putting on the Ritz" for Customers
WNBA: A Fast Start
Celebrating Celebrity Marketing
Marketing Research Supplies Ericsson with Supplier
Research Design Formulation
Research Design
Exploratory Research Design: Secondary Data
Exploratory Research Design: Qualitative Research
Descriptive Research Design: Survey and Observation
Causal Research Design: Experimentation
Measurement and Scaling: Fundamentals and Comparative Scaling
Measurement and Scaling: Noncomparative Scaling Techniques
Questionnaire and Form Design
Sampling: Design and Procedures
Sampling: Final and Initial Sample Size Determination
The Forecast is Sunny for the Weather Channel!
Who Is the Host With the Most?
Candy Is Dandy for Hershey
Fragrances Are Sweet, But Competition Is Bitter
Is Super Bowl Advertising Super Effective?
Video Cases
Lands End Uses Marketing Research to Land Customers
Starbucks: Bucking the Trend
The Y: Why You Should Join
Nike: One Step Ahead of Competition
West Point: Making a Point to Potential Cadets
Kodak: Taking Pictures Further
Data Collection, Analysis, And Reporting
Field Work
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
Is Celebrity Advertising Worth Celebrating?
The Demographic Discovery of the Decade
Matsushita Retargets the U.S.A
Pampers Develops a Rash-A Rash of Market Share Loss
Daimler/Chrysler Seeks a New Image
Video Cases
DuPont: The Right Ingredients for Success
DHL: The International Carrier
Appendix: Statistical Tables
Subject/Name/Company Indices
Table of Contents provided by Publisher. All Rights Reserved.

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