Marketing Research

Marketing Research : An Applied Orientation: Global Edition

4 (198 ratings by Goodreads)
By (author)  , By (author) 

List price: US$75.99

Currently unavailable

We can notify you when this item is back in stock

Add to wishlist

AbeBooks may have this title (opens in new window).

Try AbeBooks

Description

This is a Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to include content especially relevant to students outside of the United States.



For undergraduate and graduate marketing research courses.

Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making.

Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.

The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs.
show more

Product details

  • Paperback | 936 pages
  • 216 x 274 x 36mm | 2,000.33g
  • Upper Saddle River, United States
  • English
  • 6th edition
  • Illustrations, ports.
  • 0136094236
  • 9780136094234
  • 136,249

Table of contents

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Chapter 1 Introduction to Marketing Research
Chapter 2 Defining the Marketing Research Problem and Developing an Approach

PART II: RESEARCH DESIGN FORMULATION
Chapter 3 Research Design
Chapter 4 Exploratory Research Design: Secondary Data
Chapter 5 Exploratory Research Design: Qualitative Research
Chapter 6 Descriptive Research design: Survey and Observation
Chapter 7 Causal Research Design: Experimentation
Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling
Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques
Chapter 10 Questionnaire and Form Design
Chapter 11 Sampling: Design and Procedures
Chapter 12 Sampling: Final and Initial Sample Size Determination

PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING
Chapter 13 Field Work
Chapter 14 Data Preparation
Chapter 15 Frequency Distribution, Cross-tabulation, and Hypothesis Testing
Chapter 16 Analysis of Variance and Covariance
Chapter 17 Correlation and Regression
Chapter 18 Discriminant and Logit Analysis
Chapter 19 Factor Analysis
Chapter 20 Cluster Analysis
Chapter 21 Multidimensional Scaling and Conjoint Analysis
Chapter 22 Structural Equation Modeling and Path Analysis
Chapter 23 Report Preparation and Presentation
Chapter 24 International Marketing Research

Running Case: Dell
Comprehensive Critical Thinking Cases
Data Analysis Cases with Real Data
Comprehensive Cases with Real Data
Comprehensive Harvard Business School Cases
show more

Rating details

198 ratings
4 out of 5 stars
5 43% (85)
4 30% (59)
3 16% (31)
2 8% (15)
1 4% (8)
Book ratings by Goodreads
Goodreads is the world's largest site for readers with over 50 million reviews. We're featuring millions of their reader ratings on our book pages to help you find your new favourite book. Close X