PART 1: FUNDAMENTALS OF MARKETING RESEARCH


Chapter 1. Introduction, Evolution, and Emerging Issues
Chapter 2. The Marketing Research Process – An Overview
Chapter 3. Research Methods and Design – Additional Inputs
Chapter 4. Questionnaire Design: A Customer-centric Approach
Chapter 5. Sampling Methods – Theory and Practice
Chapter 6. Field Procedures
Chapter 7. Planning the Data Analysis


PART 2: DATA ANALYSIS


Chapter 8. Simple Tabulation and Cross-tabulation
Chapter 9. ANOVA and the Design of Experiments
Chapter 10. Correlation and Regression: Explaining Association and Causation
Chapter 11. Discriminant Analysis for Classification and Prediction
Chapter 12. Logistic Regression for Classification and Prediction
Chapter 13. Factor Analysis for Data Reduction
Chapter 14. Cluster Analysis for Market Segmentation
Chapter 15. Multimensional Scaling for Brand Positioning
Chapter 16. Conjoint Analysis for Product Design
Chapter 17. Attribute-based Perceptual Mapping Using Discriminant Analysis
Chapter 18. Structural Equation Modeling (SEM) for Complex Models (including Confirmatory Factor Analysis)


PART 3: APPENDICES


Appendix 1: Industrial Marketing Research
Appendix 2: Careers in Marketing Research

The book is written in application oriented manner and the use of case studies with SPSS component enhances the worth of this work not only for the MBA students, but also for marketing research practitioners.