Table of Content
PART I Introduction and Early Phases of Marketing Research
Introduction to Marketing Research
Defining the Marketing Research Problem and Developing an Approach
PART II Research Design Formulation
Research Design
Exploratory Research Design: Secondary Data
Exploratory Research Design: Qualitative Research
Descriptive Research Design: Survey and Observation
Causal Research Design: Experimentation
Measurement and Scaling: Fundamentals and Comparative Scaling
Measurement and Scaling: Noncomparative Scaling Techniques
Questionnaire and Form Design
Sampling: Design and Procedures
Sampling: Final and Initial Sample Size Determination
PART III Data Collection, Preparation, Analysis, and Reporting
Fieldwork
Data Preparation
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
Analysis of Variance and Covariance
Correlation and Regression
Discriminant and Logit Analysis
Factor Analysis
Cluster Analysis
Multidimensional Scaling and Conjoint Analysis
Structural Equation Modeling and Path Analysis
Report Preparation and Presentation
International Marketing Research

Marketing research is an integral part of marketing. It helps companies stay competitive and avoid the high costs of poor decisions based on unsound information. This book helps readers to master the skills of marketing research, from assessing information needs to providing management with relevant, accurate, reliable, valid and current information, and aiding marketing decision-making in the most effective way. The research process described in the text is not limited to marketing, but applies to any area of management. This book also provides students with the most extensive help available to learn SPSS and SAS. Salient Features
Real Research features are real company vignettes that profile a wide range of businesses, big and small
Decision Research scenarios present a real-life marketing situation and ask the student to assume the role of a consultant and to recommend appropriate marketing research and management decisions.
Active Research features are short, integrated, and manager-oriented exercises in which students have the opportunity to do research on the Internet and play the role of a marketing researcher and a marketing manager
Experiential Research exercises allow students to act out the research concepts discussed in the chapter
Project Research uses a real-life project that covers all aspects of marketing research and is used as a running example throughout the book