ISBN: 9788126529353    Publisher: Wiley India Pvt Ltd Year of publishing: 2015     Format:  Paperback Language: English

In order to make the concepts more relevant, this eighth edition includes more examples and mini-cases of contemporary companies. It presents marketing research through the eyes of a manager using and purchasing research information while also covering quantitative methods. New real-world examples including opening vignettes for each chapter and boxed inserts are included to provide relevant material from the popular press. End-of-chapter cases and mini cases help readers synthesize chapter concepts by focusing on real marketing research problems and real companies. New examples based on products like MP3s, cell phones and blackberries are incorporated in an effort to further engage marketing professionals and make the material even more relevant. • The Role of Marketing Research in Management Decision Making. • The Marketing Research Industry and Research Ethics. • Problem Definition, Exploratory Research, and the Research Process. • Secondary Data and Databases. • Qualitative Research. • Traditional Survey Research. • Online Marketing Research. • Primary Data Collection: Observation. • Primary Data Collection: Experimentation and Test Markets. • The Concept of Measurement. • Using Measurement Scales to Build Marketing Effectiveness. • Questionnaire Design. • Basic Sampling Issues. • Sample Size Determination. • Data Processing and Fundamental Data Analysis. • Statistical Testing of Differences and Relationships. • Bivariate Correlation and Regression • Multivariate Data Analysis.. • Communicating the Research Results. • Managing Marketing Research.
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