Fundamentals of Marketing Research

Other Titles in:
Marketing Research | Quantitative Techniques for Business & Management Research

December 2004 | 896 pages | SAGE Publications, Inc

This book covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It: contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.

Preface

Part I: What is Marketing Research?

1. The Nature of Marketing Research

2. Planning for Marketing Research and the Research Process

3. Research Design

Cases for Part I

Part II: Techniques for Obtaining Data

4. Secondary Data and Sources

5. Information From Respondents

6. Online Marketing Research

7. Qualitative Research and Observation

8. Experimentation

Cases for Part II

Part III: Measurement

9. General Concepts of Measurement

10. Measurement and Scaling in Marketing Research

11. Designing Questionnaires

Cases for Part III

Part IV: Sampling

12. Sampling Procedures in Marketing Research

13. Sample Size

Cases for Part IV

Part V: Analyzing Data

14. The Analysis Process--Basic Concepts of Editing, Coding, and Descriptive Analysis

15. Hypothesis Testing and Univariate Analysis

16. Bivariate Analysis: Differences Between Sample Groups

17. Bivariate Analysis: Measures of Association

18. Multivariate Statistical Analysis

19. Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint Analysis

Cases for Part V

Part VI: The Research Report

20. Reporting Research Results

Appendix A: Statisitcal Tables

Glossary of Terms

Name Index

Subject Index

About the Authors

"I'm writing to say that I just came across your marketing research text, and think it is a great book. I feel that the standard texts "miss the mark", and I'm never willing to recommend one to my students. While I don't use a textbook in my teaching at London Business School, I will certainly be directing students to your book when they ask me about good marketing research references."

Bruce Hardie

London Business School

Very comprehensive and easy understandable book on techniques of marketing research. Suits very well for introduction to marketing research. For a more profound elaboration on experiments, for example, additional literature is helpful.

Mr Andreas Lechner

Faculty of Business & Management, University of Augsburg

July 26, 2013

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During our school review next Semester I will push to have this text adopted as essential reading as it is excellent and very comprehensive.

Mr Patrick Mates

School of Business @ Management, Waterford Institute of Technology

March 21, 2012

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Still reviewing texts

Dr Dave Conrad

Business Admin Acct Mis Dept, Augsburg College