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For undergraduate and graduate marketing research courses.
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 S ixth Edition is even more current, contemporary, illustrative, and sensitive to user needs.
- Sales Rank: #101844 in Books
- Published on: 2009-07-17
- Original language: English
- Number of items: 1
- Dimensions: 10.90" h x 1.50" w x 8.30" l, 4.60 pounds
- Binding: Hardcover
- 936 pages
From the Back Cover
Marketing Research: An Applied Orientationtakes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions.
Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: Secondary Data; Exploratory Research Design: Qualitative Research; Descriptive Research design: Survey and Observation; Causal Research Design: Experimentation; Measurement and Scaling: Fundamentals and Comparative Scaling; Measurement and Scaling: Noncomparative Scaling Techniques; Questionnaire and Form Design; Sampling: Design and Procedures; Sampling: Final and Initial Sample Size Determination; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminant and Logit Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing Research
The comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Four Stars
By Amazon Customer
good cases very helpful
6 of 6 people found the following review helpful.
A decent overview of the field and its methods and issues
By Zain Khandwala
I bought this book to read for personal/professional interest (I work in the field of marketing analytics), under the advice that this is the preeminent text in the field today.
The first half of the text is very good, as it adequately surveys (no pun intended) the marketing research field and presents methods for research (and research instrument) design.
The second half pertains to technical/quantitative issues, and, while serving as a good primer, is a little too superficial to be of much use in application. For instance, in discussing sampling techniques the author makes a point of saying that simple random sampling (SRS) is seldom used in marketing research due to certain inherent weaknesses, and then proceeds to discuss a few alternative techniques. This is all well and good, but when it comes to presenting the quantitative determination of sample size, the author elaborates on how to determine sample sizes for performing SRS, and then advises the reader to look elsewhere for determining sample sizes for the techniques he had previously cited as being more common/relevant. This type of treatment presented itself frequently in the latter half of the book, and became frustrating.
All things considered, this is probably a very good book for MBA students, but there might be more rigorous treatments available for those who intend to work in the field.
14 of 17 people found the following review helpful.
A thorough and methodical work on Marketing Research
By A Customer
The book is extensive. It will serve as a valuable reference for business people who do not specialize in research; but it is a must read for Marketing People.
Following the book you will be able to create and execute a complete marketing research program. I have used this book in a number of projects and the results were pleasing.
Do not read this book unless you intend to use it. It is a difficult book for people who have average business knowledge.
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