Marketing Research: Within a Changing Information Environment w/Data Disk Pkg

by HAIR

• ISBN13: 9780072538397
• ISBN10: 0072538392
• Format: Hardcover
• Copyright: 2002-04-19
• Publisher: McGraw-Hill/Irwin

Summary

The direction of Marketing Research, 2e heads towards a more application-oriented approach, wonderfully enhanced by the creation of a custom website that will enable students to complete their marketing research project with our online support. In addition to this distinction, the focus of the new edition takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is also unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow's marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted as this book helps students see what real companies are doing for their marketing research. This book provides students a realistic and current view of the practice and importance of marketing research in the business world.

Table of Contents

Part I: The Role and Value of Marketing Research Information

1: Role of Marketing Research in Strategic Planning

2: The Research Process

3: Problem Definition, Research Objectives, and Marketing Research Ethics

4: Strategic Information Management: Secondary Data Sources

Part II: Marketing Research Information and Technology

5: Customer Relationship Management and the Marketing Research Process

6: Marketing Research and Database Development

7: Marketing Decision Support Systems and Business Intelligence

Part III: Designing the Marketing Research Project

8: Exploratory Designs: In-Depth Interviews and Focus Groups

9: Descriptive Research Designs: Survey Methods and Errors

10: Observation Techniques, Experiments, and Test Markets

Part IV: Gathering and Collecting Accurate Data

11: Sampling: Theory, Designs, and Issues in Marketing Research

12: Overview of Measurement: Construct Development and Scale Measurement

13: Attitude Scale Measurements Used in Survey Research

14: Questionnaire Design and Issues

Part V: Data Preparation and Analysis

15: Coding, Editing, and Preparing Data for Analysis

16: Data Analysis: Testing for Significant Differences

17: Data Analysis: Testing for Association

18: Data Analysis: Multivariate Techniques for the Research Process

19: Preparing the Research Report and Presentation