Marketing Research: An Applied Approach, 5th Edition

Offering a clear explanation and discussion of concepts and valued for its comprehensive nature, the European version of this text is much valued for its wealth of European and International case material, which is why we see strong sales of this title in both the UK as well as Europe.

Table of Contents

Chapter 1 Introduction To Marketing Research
Chapter 2 Defining The Marketing Research Problem And Developing A Research Approach
Chapter 3 Research Design
Chapter 4 Secondary Data Collection And Analysis
Chapter 5 Internal Secondary Data And Analytics
Chapter 6 Qualitative Research: Its Nature And Approaches
Chapter 7 Qualitative Research: Focus Group Discussions
Chapter 8 Qualitative Research: In-Depth Interviewing And Projective Techniques
Chapter 9 Qualitative Research: Data Analysis
Chapter 10 Survey And Quantitative Observation Techniques
Chapter 11 Causal Research Design: Experimentation
Chapter 12 Measurement And Scaling: Fundamentals, Comparative And Non-Comparative Scaling
Chapter 13 Questionnaire Design
Chapter 14 Sampling: Design And Procedures
Chapter 15 Sampling: Determining Sample Size
Chapter 16 Survey Fieldwork
Chapter 17 Social Media Research
Chapter 18 Mobile Research
Chapter 19 Data Integrity
Chapter 20 Frequency Distribution, Crosstabulation And Hypothesis Testing
Chapter 21 Analysis Of Variance And Covariance
Chapter 22 Correlation And Regression
Chapter 23 Discriminant And Logit Analysis
Chapter 24 Factor Analysis
Chapter 25 Cluster Analysis
Chapter 26 Multidimensional Scaling And Conjoint Analysis
Chapter 27 Structural Equation Modeling And Path Analysis
Chapter 28 Communicating Research Findings
Chapter 29 Business-To-Business (B2B) Marketing Research
Chapter 30 Research Ethics