Marketing Research

Marketing Research : An applied approach

4.03 (110 ratings by Goodreads)
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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.
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Product details

  • Paperback | 976 pages
  • 197 x 264 x 31mm | 1,782g
  • Harlow, United Kingdom
  • English
  • 5th edition
  • 1292103124
  • 9781292103129
  • 582,129

Table of contents

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 analytics

6. Qualitative research: its nature and approaches

7. Qualitative research: focus group discussions

8. Qualitative research: in-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. Social Media research

18. Mobile research

19. Data integrity

20. Frequency distribution, cross-tabulation and hypothesis testing

21. Analysis of variance and covariance

22. Correlation and regression

23. Discriminant and logit analysis

24. Factor analysis

25. Cluster analysis

26. Multidimensional scaling and conjoint analysis

27. Structural equation modelling and path analysis

28. Communicating Research Findings

29. Business-to-business (b2b) marketing research

20. Research ethics


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About David F. Birks

Dr Naresh K Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award.

Dr Dan Nunan is Lecturer in Marketing at Birkbeck, University of London, having

previously been a member of faculty at Henley Business School, University of Reading.

Prior to his academic career Dan held senior marketing roles in the financial services and

technology sectors.

Dr David Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.
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Rating details

110 ratings
4.03 out of 5 stars
5 47% (52)
4 23% (25)
3 21% (23)
2 5% (5)
1 5% (5)
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