Marketing Research : Measurement And Method

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This is an introductory text in marketing research. The sixth edition of this market-leader offers readers a comprehensive, direct, and accessible introduction to marketing research. Focusing on decisional research, this book covers the principles of each topic, and discusses ways of properly designing and implementing a research project. It enables readers to provide meaningful information that helps them identify, structure, and solve marketing problems.In this edition significant attention has been given to the rapidly expanding area of international marketing research. This increased emphasis is reflected in virtually every chapter. Table Of Contents THE NATURE OF MARKETING RESEARCH Marketing Research in Practice. Marketing Information and Decision Support Systems. The Research Process and Research Design. THE SOURCES OF RESEARCH DATA Secondary Data. Commercial Surveys, Audits, and Panels. Survey Research. Experi-mentation. Experimental Environment. MEASUREMENT TECHNIQUES IN MARKETING RESEARCH Measurement in Marketing Research. Questionnaire Design. Direct Response Attitude Scales and Measures of Emotions. Derived Attitude Scales. Qualitative Research. Observation and Physiological Measures. SAMPLING AND DATA ANALYSIS The Sampling Process. Sample Size Determination. Data Reduction and Estimation. Univariate Hypothesis Tests. Multivariate Hypothesis Tests. Measures of Association. Sales Forecasting. MARKETING RESEARCH REPORTS AND ETHICAL ISSUES Marketing Research Reports. Ethical Issues in Marketing Research. Appendixes. Glossary. Indexes.