For MBA and upper-level undergraduate courses in Marketing Research and Marketing Data Analysis.

This international leader in marketing research texts presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from a manager's perspective, the fourth edition emphasizes emerging trends in marketing research, ethical and global implications, and the continuing integration of new technologies.



Table of Contents

I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH.

1. Introduction to Marketing Research.

2. Defining the Marketing Research Problem and Developing an Approach.



PART I CASES.

Life in the Fast Lane: Fast Food Chains Race To Be Number One.

Nike Sprints Ahead of the Competition, Yet Has a Long Way to Run.

Lexus: Imparting Value to Luxury and Luxury to Value?



PART I VIDEO CASES.



Ritz Carlton: "Putting on the Ritz" for Customers.

WNBA: A Fast Start.

Celebrating Celebrity Marketing.

Marketing Research Supplies Ericsson with Supplier.



II. RESEARCH DESIGN FORMULATION.

3. Research Design.

4. Exploratory Research Design: Secondary Data.

5. Exploratory Research Design: Qualitative Research.

6. Descriptive Research Design: Survey and Observation.

7. Causal Research Design: Experimentation.

8. Measurement and Scaling: Fundamentals and Comparative Scaling.

9. Measurement and Scaling: Noncomparative Scaling Techniques.

10. Questionnaire and Form Design.

11. Sampling: Design and Procedures.

12. Sampling: Final and Initial Sample Size Determination.



PART II CASES.

The Forecast is Sunny for the Weather Channel!

Who Is the Host With the Most?

Candy Is Dandy for Hershey.

Fragrances Are Sweet, But Competition Is Bitter.

Is Super Bowl Advertising Super Effective?

PART II VIDEO CASES.

Lands End Uses Marketing Research to Land Customers.

Starbucks: Bucking the Trend.

The Y: Why You Should Join.

Nike: One Step Ahead of Competition.

West Point: Making a Point to Potential Cadets.

Kodak: Taking Pictures Further.

III. DATA COLLECTION, ANALYSIS, AND REPORTING.

13. Field Work.

14. Data Preparation.

15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing.

16. Analysis of Variance and Covariance.

17. Correlation and Regression.

18. Discriminant Analysis.

19. Factor Analysis.

20. Cluster Analysis.

21. Multidimensional Scaling and Conjoint Analysis.

22. Report Preparation and Presentation.

23. International Marketing Research.



PART III CASES.

Is Celebrity Advertising Worth Celebrating?

The Demographic Discovery of the Decade.

Matsushita Retargets the U.S.A.

Pampers Develops a Rash?A Rash of Market Share Loss.

Daimler/Chrysler Seeks a New Image.



PART III VIDEO CASES.

DuPont: The Right Ingredients for Success.

DHL: The International Carrier.

Appendix: Statistical Tables.

Subject/Name/Company Indices.



Included Student CD SPSS 11.0