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Modern Marketing Research: Concepts, Methods, and Cases 2nd Edition

Fred M. Feinberg, Thomas Kinnear, James R. Taylor

  • Published
  • Previous Editions 2008
  • 720 Pages


Illustrative and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd Edition is a comprehensive introduction to the practice of marketing research. The text treats marketing research design as an integrated process, walking students through each step, from identifying data sources to analyzing findings with various statistical methods. Making sense of complex marketing data for students, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd Edition explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give them an in-depth perspective of marketing research and its applications in the real world.

Fred M. Feinberg, University of Michigan

Fred M. Feinberg is Professor of Marketing at the Ross School of Business, University of Michigan. Previously a faculty member at Duke University's Fuqua School of Business and the University of Toronto's Rotman School of Management, he has taught project-oriented Marketing Research for the last two decades. Dr. Feinberg's research centers on decision-making behaviors, advertising models, and consumer variety seeking. He is Associate Editor at Marketing Science and the Journal of Marketing Research, Senior Editor for Marketing at Production and Operations Management, and has published two other texts: Marketing Engineering and Statistical Methods for Management. He holds undergraduate degrees in Mathematics and Philosophy from the Massachusetts Institute of Technology, did graduate work in Mathematics at Cornell University, and received a Ph.D. in Management from the M.I.T. Sloan School of Management.

Thomas Kinnear, University of Michigan

Thomas C. Kinnear is Eugene Applebaum Professor of Entrepreneurial Studies and Professor of Marketing, Ross School of Business, at the University of Michigan, where he is also Executive Director of the Samuel Zell and Robert H. Lurie Institute for Entrepreneurial Studies. He previously held a faculty appointment at the University of Western Ontario, and visiting appointments at Harvard University and Stanford University. Dr. Kinnear's work in marketing planning and research has appeared in numerous scholarly journals, including the Journal of Marketing, Journal of Marketing Research, and the Journal of Consumer Research. A former editor of both the Journal of Marketing and Journal of Public Policy and Marketing, he coauthored textbooks entitled Principles of Marketing, Marketing Research: An Applied Approach; Promotional Strategy; Cases in Marketing Management; and StratSimMarketing and PharmaSim (simulations). Consulting to major corporations, such as Aetna, AT&T, General Motors, and Kodak, his industry specialties include telecommunications, automotive, petroleum, heating and air conditioning, and others. Dr. Kinnear is a past director of the American Marketing Association and the Association for Consumer Research, and is currently on the board of directors for several companies and nonprofits. He holds an undergraduate and honorary L.L.D. degree from Queen's University, Kingston, Ontario; an M.B.A. from Harvard University; and a Ph.D. in Business Administration from The University of Michigan.

James R. Taylor, University of Michigan

James R. Taylor is S. S. Kresge Professor Emeritus of Marketing at the Ross School of Business, University of Michigan, where his teaching and research centers on strategic marketing planning, market segmentation, marketing research, and marketing management. In addition to dozens of articles, which have appeared in The Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and other publications, he has authored ten books and monographs, including Emerging Markets Simulation; Marketing Research: An Applied Approach and Exercises in Marketing Research; and Introduction to Marketing Management: Text and Cases. Dr. Taylor has served as V.P. of the Detroit Chapter of the American Marketing Association, Executive Secretary of the Association of Consumer Research, and on the editorial boards of the Journal of Marketing, Journal of Marketing Research, and the Journal of Consumer Research. Prior to academia, Dr. Taylor worked for General Mills and Accenture, as well as Booz, Allen & Hamilton, and continues to consult for numerous businesses, including General Electric, Ford, DuPont, G.T.E., Johnson & Johnson, General Foods, and Procter & Gamble. An active lecturer for company management programs, Dr. Taylor has given presentations all over the world. He received his Ph.D. from the University of Minnesota with specializations in marketing, psychology, and statistics. His dissertation, "An Empirical Evaluation of Coombs' Unfolding Theory" won the American Marketing Association Dissertation Award.
  • Modern Marketing Research contains 26 cases that allow a range of flexibility in covering basic through advanced marketing research techniques. Many cases are accompanied by data sets for student analysis.
  • Current and Emerging Online Coverage: The 2nd Edition of MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES discusses the latest online trends in marketing research to keep students in step with the ever-evolving field.
  • Quick-Reference List: This descriptive list of online marketing resources, databases, and web links is an up-to-date, "go-to" resource for students in your course.
  • Expanded Statistical Techniques: This edition delivers even more discussion and illustration of multivariate techniques, including cluster and discriminant analyses for segmentation, as well as state-of-the-art methods like Hierarchical Bayes, heterogeneity, and various types of conjoint analysis.
  • 2010 Census Coverage: Students evaluate the research methods and data from the 2010 U.S. Census with the in-depth discussion in MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd Edition.
  • "Special Expert" Features: Interviews of world-class scholars and industry leaders show students how marketing research applies to ongoing, real-world projects.
  • Integrated Perspective: Rather than abstract discussions, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd Edition uses cases and examples to explain each aspect and stage of the marketing research process for a deeper, more comprehensive understanding.
  • Managerial, Detailed Approach: This high-level approach delivers exceptionally detailed coverage of research methods, particularly for "data-driven marketing," a must-know subject in marketing research today.
  • Helpful Data Sets and Instructor Slides: Assign complete data sets from cases to student teams and use classroom-tested PowerPoint® lessons to enhance your lessons.
  • Comprehensive Statistical Techniques: Cover all essential statistical techniques used in marketing research--starting with basic summary statistics, through regression, and ending in state-of-the-art methods--with the most complete and modern text on the market.
1. Purpose and Process of Marketing Research.
2. Research Design and Data Sources.
3. Measurement in Marketing Research.
4. Causal Designs and Marketing Experiments.
5. Data Collection: Exploratory and Conclusive Research.
6. Designing Surveys and Data Collection Instruments.
7. Sampling.
8. Data Analysis and Statistical Methods: Univariate and Bivariate Analyses.
9. Modeling Multivariate Relationships: Multiple Regression for Interval, Binary, and Nominal Dependent Variables.
10. Factor, Cluster, Discriminant, and Latent Class Analyses.
11. Conjoint Analysis and Multidimensional Scaling.
12. Advanced Topics, Research Frontiers, and Preparing the Final Report.

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.


Instructor's Resource CD-ROM

ISBN: 9781133189459
For your convenience, the IRCD includes the Instructor's Manual, the Test bank, and the PowerPoint® slides in one easily accessible resource.