EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm’s current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.
Table of Contents
Part 1: INTRODUCTION.
1: The Role of Marketing Research.
2: Information Systems and Knowledge Management.
3: The Marketing Research Process.
4: The Human Side of Marketing Research: Organizational and Ethical Issues
Part 2: BEGINNING STAGES OF THE RESEARCH PROCESS.
5: Problem Definition: Jump-Starting the Research Process.
6: Qualitative Research Tools.
7: Secondary Data Research In a Digital Age.
Part 3: RESEARCH DESIGNS FOR COLLECTING PRIMARY DATA.
8: Survey Research: An Overview.
9: Survey Research: Basic Methods of Communication with Respondents.
11: Experimental Research: An Overview.
12: Test Markets and Experimental Design.
Part 4: MEASUREMENT CONCEPTS.
14: Attitude Measurement.
15: Questionnaire Design.
Appendix 15A: Question Wording and Measurement Scales for Commonly Researched Topics.
Part 5: SAMPLING AND FIELDWORK.
16: Sampling Designs and Sampling Procedures.
17: Determination of Sample Size: A Review of Statistical Theory.
Part 6: DATA ANALYSIS AND PRESENTATION.
19: Editing and Coding: Transforming Raw Data into Information.
20: Basic Data Analysis: Descriptive Statistics.
21: Univariate Statistical Analysis.
22: Bivariate Statistical Analysis: Differences Between Two Variables.
22A: Manual Calculations of an F Statistic.
22B: ANOVA for Complex Experimental Designs.
23: Bivarate Statistical Analysis: Measures of Association.
Appendix 23A: Arithmetic Behind OLS.
24: Introducing Multivariate Statistical Analysis.
Appendix 24A: Getting Factor Results with SAS or SPSS.
25: Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up.
Part 7: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES.