Marketing Research

This is a Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to include content especially relevant to students outside of the United States. For undergraduate and graduate marketing research courses. Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making. Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material. The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs. Table of Contents PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Chapter 1 Introduction to Marketing Research Chapter 2 Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATION Chapter 3 Research Design Chapter 4 Exploratory Research Design: Secondary Data Chapter 5 Exploratory Research Design: Qualitative Research Chapter 6 Descriptive Research design: Survey and Observation Chapter 7 Causal Research Design: Experimentation Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques Chapter 10 Questionnaire and Form Design Chapter 11 Sampling: Design and Procedures Chapter 12 Sampling: Final and Initial Sample Size Determination PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING Chapter 13 Field Work Chapter 14 Data Preparation Chapter 15 Frequency Distribution, Cross-tabulation, and Hypothesis Testing Chapter 16 Analysis of Variance and Covariance Chapter 17 Correlation and Regression Chapter 18 Discriminant and Logit Analysis Chapter 19 Factor Analysis Chapter 20 Cluster Analysis Chapter 21 Multidimensional Scaling and Conjoint Analysis Chapter 22 Structural Equation Modeling and Path Analysis Chapter 23 Report Preparation and Presentation Chapter 24 International Marketing Research Running Case: Dell Comprehensive Critical Thinking Cases Data Analysis Cases with Real Data Comprehensive Cases with Real Data Comprehensive Harvard Business School Cases Features For undergraduate and graduate marketing research courses. Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making. Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material. The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs. Interaction between marketing research decisions and marketing management decisions is illustrated through several pedagogical tools, such as: * Real Research: Vignettes featuring real companies that profile a wide range of businesses. * Active Research: Short, integrated, managerially-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: Hands-on exercises that allow students to act out the research concepts discussed in the chapter. * Decision Research: Scenarios that present a real-life marketing situation and ask the student to assume the role of a consultant and recommend appropriate marketing research and management decisions. * Project Research: A real-life project covers all aspects of marketing research and is used as a running example throughout the text. * Live Research: For instructors that would like to implement a marketing research project of their own, this text provides specific implementation steps in each chapter. * Cases: Several cases have been added containing real data sets. * Video Cases: Carefully written from a marketing research perspective, these cases also include video questions located at the end of each Part. * Harvard Business School Cases: To further show the integration of marketing research with marketing management decisions, this text includes six Harvard Business School cases. * Exercises (Questions, and Problems) * Internet and Computer Exercises * Activities (Role Playing, Fieldwork, and Group Discussions) NEW! Chapter on Structural Equation Modeling and Path Analysis to help students understand how to complete the set of univariate and multivariate statistical techniques commonly used in marketing research. The Most Extensive Help Available for Learning SPSS and Excel. This text provides help for running the SPSS and SAS programs used in each