Marketing Research, 11th Edition

This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies’ limitations and strengths, the book also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. Suitable for students in the intermediate or advanced courses.

Table of Contents

PART I: THE NATURE AND SCOPE OF MARKETING RESEARCH
CHAPTER 1: A Decision-Making Perspective on Marketing Intelligence
CHAPTER 2: Marketing Research in Practice
CHAPTER 3: The Marketing Research Process
CHAPTER 4: Research Design and Implementation

PART II: DATA COLLECTION
SECTION A: SECONDARY AND EXPLORATORY RESEARCH
CHAPTER 5: Secondary Sources of Marketing Data
CHAPTER 6: Standardized Sources of Marketing Data
CHAPTER 7: Marketing Research on the Internet
CHAPTER 8: Information Collection: Qualitative and Observational Methods
SECTION B: DESCRIPTIVE RESEARCH
CHAPTER 9: Information from Respondents: Issues in Data Collection
CHAPTER 10: Information from Respondents: Survey Methods
CHAPTER 11: Attitude Measurement
CHAPTER 12: Designing the Questionnaire
SECTION C: CAUSAL RESEARCH
CHAPTER 13: Experimentation
SECTION D: SAMPLING
CHAPTER 14: Sampling Fundamentals
CHAPTER 15: Sample Size and Statistical Theory

Part III: DATA ANALYSIS
CHAPTER 16: Fundamentals of Data Analysis
CHAPTER 17: Hypothesis Testing: Basic Concepts and Tests of Associations
CHAPTER 18: Hypothesis Testing: Means and Proportions

PART IV: SPECIAL TOPICS IN DATA ANALYSIS
CHAPTER 19: Correlation Analysis and Regression Analysis
CHAPTER 20: Discriminant, Factor, and Cluster Analysis
CHAPTER 21: Multidimensional Scaling and Conjoint Analysis
CHAPTER 22: Presenting the Results

PART V: APPLICATIONS OF MARKETING INTELLIGENCE
CHAPTER 23: Marketing-Mix Measures
CHAPTER 24: Brand and Customer Metrics
CHAPTER 25: New Age Strategies