Marketing Research, 7th Ed

This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. In describing the marketing research process, a decision-oriented perspective has been adopted to help readers make better decisions. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.

Table of contents :
Part I 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
Part II 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
Part III Data Analysis
· Fundamentals of Data Analysis
· Hypothesis Testing: Basic Concepts and Tests of Associations
· Hypothesis Testing: Means and Proportions
Part IV 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
Part V 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: Database Marketing;
· E-Commerce, and Relationship Marketing
Appendices
Glossary
Index


Market Description :
· Marketing Research Professionals
· Consultants
· Students