Modern Marketing Research : Concepts, Methods, and Cases

by Feinberg, Fred M.; Kinnear, Thomas; Taylor, James R.

• ISBN13: 9781426625602
• ISBN10: 142662560X
• Edition: 1st
• Format: Paperback
• Copyright: 2007-09-19
• Publisher: Atomic Dog

Summary

Modern Marketing Research: Concepts, Methods and Cases is a comprehensive introduction to all the principal areas of marketing research practice. It treats marketing research design as an integrated process, and guides students through that process step-by-step using illustrative examples throughout. The book provides a uniquely detailed treatment of the analytic methods developed in the last decade to make sense of complex marketing data, including standard multivariate methods (e.g., Factor, Cluster and Conjoint Analyses, MDS, Logit Brand Choice Methods) as well as state-of-the-art techniques like Hierarchical Bayes models, Heterogeneity and Sample Selection. Over 40 up-to-date cases help illustrate how marketing research projects are conceptualized and carried out in the real world.

Table of Contents

Introduction, Research Process And Data Sources

The Purpose Of Marketing Research

The Marketing Research Process

Research Design And Data Sources

Planning Projects, Designing Surveys And Sampling

Measurement In Marketing Research

Causal Designs And Marketing Experiments

Data Collection: Exploratory And Conclusive Research

Designing Surveys And Data Collection Instruments

Sampling

Analyzing Marketing Research Data, Advanced Topics And Final Reports

Data Analysis And Statistical Methods: Univariate And Bivariate Analyses

Modeling Multivariate Relationships: Multiple Regression For Interval, Binary And Nominal Dependent Variables

The Major Multivariate Methods Of Marketing Research

Advanced Topics, Research Frontiers And Preparing The Final Report

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