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