Marketing Research

Marketing Research : An Applied Orientation

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For those on graduate and undergraduate courses in market research, this text presents marketing research concepts and methods in a highly applied and managerial way. Balancing coverage of the qualitative and quantitative aspects within the field, it devotes separate chapters to qualitative research procedures and to each major data analysis technique, and offers a practical integration showing the use of mainframes and microcomputers throughout. A chapter on international marketing research focuses on how to incorporate cultural aspects of marketing research when conducting research that involves different countries. The chapter covers unique problems encountered in international marketing research such as translating questionnaires, comparability of methods and data analysis of cross-cultural research. An actual project which acts as a common thread to illustrate major areas of study - descriptive research, explanatory research and data analysis techniques. Real-world examples give students a working perspective of concepts as they learn them. The book encourages computer literacy and expertise through the application of material to microcomputers and mainframes.
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Product details

  • Paperback | 1200 pages
  • 204 x 252mm | 1,531g
  • Prentice-Hall
  • Harlow, United Kingdom
  • International edition
  • 0130099864
  • 9780130099860

Table of contents

Part 1 Introduction and early phases of marketing research: introduction to marketing; defining the marketing research problem; developing an approach to the problem. Part 2 Research design formulation: research design; exploratory research design - secondary data; exploratory research design - qualitative research; descriptive research design - survey and observation; casual research design - experimentation; specifying the information need; measurement and scaling - fundamentals of comparative scaling; measurement and scaling - fundamentals and comparative scaling; measurement and scaling - noncomparative scaling techniques; questionnaire and form design; sampling - design and procedures; sampling - statistical considerations. Part 3 Data collection: field work/data collection. Part 4 Data preparation and analysis: data preparation; preliminary data analysis; analysis of variance and covariance; correlation and regression; descriminant analysis; factor analysis; cluster analysis; multidimensional scaling and conjoint analysis. Part 5 Communicating the research project: report preparation and presentation. Part 6 International dimension: international marketing research.
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