Marketing Research

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Marketers now have the opportunity to invest in more data research and take advantage of social networking. The new tenth edition will show them how to utilize these techniques to compliment traditional methods. New co-author RobertLeone adds his expertise on the role of marketing intelligence today. The book focuses on international market research and incorporates new case studies to present the latest information in the field. Marketers will also be able to access the book's Web site for a list of readings, links to other key sites, sample datasets for analysis, and practice questions after each chapter. Specail features Shows how to utilize data research and social networking to compliment traditional methods Includes new co-author Robert Leone Focuses on international market research Incorporates new case studies to present the latest information in the field Offers a Web site for a list of readings, links to other key sites, sample datasets for analysis, and practice questions after each chapter 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 and Canonical Analysis Chapter 21 Factor and Cluster Analysis Chapter 22 Multidimensional Scaling and Conjoint Analysis Chapter 23 Presenting the Results PART V - Applications of Marketing Intelligence Chapter 24 Traditional Applications: Product, Price, Distribution, and Promotion Chapter 25 Contemporary Applications: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management Chapter 26 Emerging Applications: Database Marketing, E-Commerce, Relationship Marketing, & Customer Intelligence Appendices: Tables A1-A6 Glossary Index