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

Marketing Research: An Applied Orientation, 5e allows students to actually experience the interaction between marketing research and marketing decision-making.



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

CASES FOR PART I

VIDEO CASES FOR PART I

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

CASES FOR PART II

VIDEO CASES FOR PART II

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 REPORT PREPARATION AND PRESENTATION

Chapter 23 INTERNATIONAL MARKETING RESEARCH

CASES FOR PART III

VIDEO CASES FOR PART III

DELL CASE: EXPERIENTIAL RESEARCH

COMPREHENSIVE CASES WITH DATA

COMPREHENSIVE HARVARD BUSINESS SCHOOL CASES

COMPREHENSIVE VIDEO CASES



Compliment CD : SPSS Student Version 14.0