The Revised International Edition of Marketing Research, 3/e includes a variety of UK and European cases, providing European students with a clear insight into marketing research in a European environment. This edition takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow’s marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted as this book helps students see what real companies are doing for their marketing research. This book provides students a realistic and current view of the practice and importance of marketing research in the business world.
Table of contents:
Part 1: The Role and Value of Marketing Research Information 1 Marketing Research for Managerial Decision Making 2 The Marketing Research Process 3 Information Management for Marketing Decisions: Secondary Data Sources Part 2: Technology in the Research Process 4 Customer Relationship Management and the Marketing Research Process 5 Marketing Decision Support Systems Part 3: Designing the Marketing Research Project 6 Exploratory Designs: In-Depth Interviews and Focus Groups 7 Descriptive Research Designs: Survey Methods and Errors 8 Observation Techniques, Experiments, and Test Markets Part 4: Gathering and Collecting Accurate Data 9 Sampling: Theory and Design 10 Sampling: Methods and Planning 11 Overview of Measurement: Construct Development and Scale Measurement 12 Attitude Scale Measurements Used in Marketing Research 13 Questionnaire Design and Issues Part 5: Data Preparation, Analysis, and Reporting the Results 14 Coding, Editing, and Preparing Data for Analysis 15 Data Analysis: Testing for Significant Differences 16 Data Analysis: Testing for Association 17 Data Analysis: Multivariate Techniques for the Research Process 18 Preparing the Marketing Research Report and Presentation
Table of contents:
Part 1: The Role and Value of Marketing Research Information 1 Marketing Research for Managerial Decision Making 2 The Marketing Research Process 3 Information Management for Marketing Decisions: Secondary Data Sources Part 2: Technology in the Research Process 4 Customer Relationship Management and the Marketing Research Process 5 Marketing Decision Support Systems Part 3: Designing the Marketing Research Project 6 Exploratory Designs: In-Depth Interviews and Focus Groups 7 Descriptive Research Designs: Survey Methods and Errors 8 Observation Techniques, Experiments, and Test Markets Part 4: Gathering and Collecting Accurate Data 9 Sampling: Theory and Design 10 Sampling: Methods and Planning 11 Overview of Measurement: Construct Development and Scale Measurement 12 Attitude Scale Measurements Used in Marketing Research 13 Questionnaire Design and Issues Part 5: Data Preparation, Analysis, and Reporting the Results 14 Coding, Editing, and Preparing Data for Analysis 15 Data Analysis: Testing for Significant Differences 16 Data Analysis: Testing for Association 17 Data Analysis: Multivariate Techniques for the Research Process 18 Preparing the Marketing Research Report and Presentation