Marketing Research

"Marketing Research" offers the best approach toward communicating the intricacies of this field and its usefulness to the marketing organization. 'Macro-micro-macro' in design, and fitting for students in the intermediate or advanced courses, this highly-regarded text focuses on market intelligence, strategy, theory, and application. The new tenth edition retains its coverage of the most advanced and current marketing research methodologies and points out their limitations, as well their potential for enhancing research results. It also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. 

PART I - The Nature and Scope of Marketing Research Chapter 1 A Decision-Making Perspective on Marketing Intelligence Chapter 2 Marketing Research in Practice Chapter 3 The Marketing Research Process Chapter 4 Research Design and Implementation PART II - Data Collection SECTION A - Secondary and Exploratory Research Chapter 5 Secondary Sources of Marketing Data Chapter 6 Standardized Sources of Marketing Data Chapter 7 Marketing Research on the Internet Chapter 8 Information Collection: Qualitative and Observational Methods SECTION B - Descriptive Research Chapter 9 Information from Respondents: Issues in Data Collection Chapter 10 Information from Respondents: Survey Methods Chapter 11 Attitude Measurement Chapter 12 Designing the Questionnaire SECTION C - Causal Research Chapter 13 Experimentation SECTION D - Sampling Chapter 14 Sampling Fundamentals Chapter 15 Sample Size and Statistical Theory PART III - Data Analysis Chapter 16 Fundamentals of Data Analysis Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations Chapter 18 Hypothesis Testing: Means and Proportions PART IV - Special Topics in Data Analysis Chapter 19 Correlation Analysis and Regression Analysis Chapter 20 Discriminant and Canonical Analysis Chapter 21 Factor and Cluster Analysis Chapter 22 Multidimensional Scaling and Conjoint Analysis Chapter 23 Presenting the Results PART V - Applications of Marketing Intelligence Chapter 24 Traditional Applications: Product, Price, Distribution, and Promotion Chapter 25 Contemporary Applications: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management Chapter 26 Emerging Applications: Database Marketing, E-Commerce, Relationship Marketing, & Customer Intelligence Appendices: Tables A1-A6 Glossary Index