About this product

Product Identifiers

PublisherPearson Education, The Limited

ISBN-100273725858

ISBN-139780273725855

eBay Product ID (ePID)143642428

Product Key Features

Edition4

Book TitleMarketing Research

Number of Pages1080 Pages

LanguageEnglish

TopicMarketing / Research

Publication Year2012

IllustratorYes

FeaturesRevised

GenreBusiness & Economics

AuthorPeter Wills, David F. Birks, Naresh K. Malhotra

FormatTrade Paperback

Dimensions

Item Height1.6 in

Item Weight67.4 Oz

Item Length10.5 in

Item Width7.7 in

Additional Product Features

Dewey Edition22

Dewey Decimal658.8/3

Edition DescriptionRevised edition

Table Of Content1. 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 the use of databases 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: in-depth interviewing and projective techniques 9. Qualittiave 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. Data integrity 18. Frequency distribution, cross-tabulation and hypothesis testing 19. Analysis of variance and covariance 20. Correlation and regression 21. Discriminant and logit analysis 22. Factor analysis 23. Cluster analysis 24. Multidimensional scaling and conjoint analysis 25. Structural equation modelling and path analysis 26. Report preparation and presentation 27. International marketing research 28. Business-to-business (b2b) marketing research

SynopsisThis text presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of market research users, it reflects current trends in international marketing, ethics, and the continuing integration of technology., Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to: diagnose and direct research questions that will support marketing decision making, appreciate what excellent research design means, utilise data collection techniques; qualitative and quantitative methods and forms of analysis, manage the ethical dilemmas and social and cultural issues faced by researchers in today's global, online world, integrate new developments in social media research with traditional marketing research methods.

LC Classification NumberHF5415.2