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This text presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of market research users, it reflects current trends in international marketing, ethics, and the continuing integration of technology.

Innehållsförteckning levererad av Syndetics

• 1 Introduction to marketing research
• 2 Defining the marketing research problem and developing a research approach
• 3 Research design
• 4 Secondary data collection and analysis
• 5 Internal secondary data and the use of databases
• 6 Qualitative research: its nature and approaches
• 7 Qualitative research: focus group discussions
• 8 Qualitative research: depth interviewing and projective techniques
• 9 Qualitative research: data analysis
• 10 Survey and quantitative observation techniques
• 11 Causal research design: experimentation
• 12 Measurement and scaling: fundamentals, comparative and non-comparative scaling
• 13 Questionnaire design
• 14 Sampling: design and procedures
• 15 Sampling: final and initial sample size determination
• 16 Survey fieldwork
• 17 Data preparation
• 18 Frequency distribution, cross-tabulation and hypothesis testing
• 19 Analysis of variance and covariance
• 20 Correlation and regression
• 21 Discriminant analysis
• 22 Factor analysis
• 23 Cluster analysis
• 24 Multidimensional scaling and conjoint analysis
• 25 Report preparation and presentation
• 26 International marketing research
• Professional perspectives
• 1 Be creative to innovate: market research can be the enemy of innovation
• 2 Research is not a substitute for talent and skills
• 3 Can marketing research help to create purchasers?
• 4 Online market research surveys on the Internet
• 5 Online methodological meditations
• 6 Net vs. phone: the great debate
• 7 Net reporting comes of age
• 8 Mission impossible
• 9 How online retrieval is devaluing research
• 10 Ringing home
• 11 The new management tool that's no mystery
• 12 The field-good factor
• 13 Decision-making at Heineken
• 14 Quality research
• 15 Researching marketing competencies with Action Research
• 16 Out of the mouths of babes
• 17 The acid test
• 18 SUMMO 2000: outdoor research on the move
• 19 The role of marketing research in the international strategies of German trade fair companies
• 20 Prospects for the use of the Internet for the marketing research industry