Marketing Research
by Malhotra, Naresh K.; Birks, David F.Edition: 3rd
Format: Paperback
Pub. Date: 2008-12-30
Publisher(s): Ft Pr
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Author Biography
David F. Birks is Senior Lecturer in Marketing in the School of Management, University of Southampton.
Table of Contents
| Introduction to marketing research | |
| Defining the marketing research problem and developing a research approach | |
| Research design | |
| Secondary data collection and analysis | |
| Internal secondary data and the use of databases | |
| Qualitative research: its nature and approaches | |
| Qualitative research: focus group discussions | |
| Qualitative research: depth interviewing and projective techniques | |
| Qualitative research: data analysis | |
| Survey and quantitative observation techniques | |
| Causal research design: experimentation | |
| Measurement and scaling: fundamentals, comparative and non-comparative scaling | |
| Questionnaire design | |
| Sampling: design and procedures | |
| Sampling: final and initial sample size determination | |
| Survey fieldwork | |
| Data preparation | |
| Frequency distribution, cross-tabulation and hypothesis testing | |
| Analysis of variance and covariance | |
| Correlation and regression | |
| Discriminant analysis | |
| Factor analysis | |
| Cluster analysis | |
| Multidimensional scaling and conjoint analysis | |
| Report preparation and presentation | |
| International marketing research | |
| Professional perspectives | |
| Be creative to innovate: market research can be the enemy of innovation | |
| Research is not a substitute for talent and skills | |
| Can marketing research help to create purchasers? | |
| Online market research surveys on the Internet | |
| Online methodological meditations | |
| Net vs. phone: the great debate | |
| Net reporting comes of age | |
| Mission impossible | |
| How online retrieval is devaluing research | |
| Ringing home | |
| The new management tool that's no mystery | |
| The field-good factor | |
| Decision-making at Heineken | |
| Quality research | |
| Researching marketing competencies with Action Research | |
| Out of the mouths of babes | |
| The acid test | |
| SUMMO 2000: outdoor research on the move | |
| The role of marketing research in the international strategies of German trade fair companies | |
| Prospects for the use of the Internet for the marketing research industry | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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