Marketing Research, 7e

About this Title
The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today's businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus!

Table of Contents
THE NATURE AND SCOPE OF MARKETING RESEARCH.
A Decision-Making Perspective on Marketing Research.
Marketing Research in Practice.
The Marketing Research Process.
Research Design and Implementation.
DATA COLLECTION.
Secondary Sources of Marketing Data.
Standardized Sources of Marketing Data.
Marketing Research on the Internet.
Information Collection: Qualitative and Observational Methods.
Information from Respondents: Issues in Data Collection.
Information from Respondents: Survey Methods.
Attitude Measurement.
Designing the Questionnaire.
Experimentation.
Sampling Fundamentals.
Sample Size and Statistical Theory.
DATA ANALYSIS.
Fundamentals of Data Analysis.
Hypothesis Testing: Basic Concepts and Tests of Associations.
Hypothesis Testing: Means and Proportions.
SPECIAL TOPICS IN DATA ANALYSIS.
Correlation Analysis and Regression Analysis.
Discriminant and Canonical Analysis.
Factor and Cluster Analysis.
Multidimensional Scaling and Conjoint Analysis.
Presenting the Results.
APPLICATIONS.
Traditional Applications of Marketing Research: Product Price, Distribution and Promotion.
Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction and Total Quality Management.
Emerging Applications of Marketing Research: Direct Marketing, Database Marketing; E-Commerce, and Relationship Marketing.
Appendices.
Glossary.
Index.