Description
Table of Contents
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
1. Introduction to Marketing Research
2. Defining the Marketing Research Problem and Developing an Approach
PART II: RESEARCH DESIGN FORMULATION
3. Research Design
4. Exploratory Research Design: Secondary and Syndicated Data
5. Exploratory Research Design: Qualitative Research
6. Descriptive Research Design: Survey and Observation
7. Causal Research Design: Experimentation
8. Measurement and Scaling: Fundamentals and Comparative Scaling
9. Measurement and Scaling: Noncomparative Scaling Techniques
10. Questionnaire and Form Design
11. Sampling: Design and Procedures
12. Sampling: Final and Initial Sample Size Determination
PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING
13. Fieldwork
14. Data Preparation
15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
16. Analysis of Variance and Covariance
17. Correlation and Regression
18. Discriminant and Logit Analysis
19. Factor Analysis
20. Cluster Analysis
21. Multidimensional Scaling and Conjoint Analysis
22. Structural Equation Modeling and Path Analysis
23. Report Preparation and Presentation
CASES
1.1. HP: Using Marketing Research to Gain a Competitive Edge
2.1. Baskin-Robbins: Can It Bask in the Good ‘Ole Days?
2.2. Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital
3.1. AT&T Wireless: Ma Bell Becomes Ma Again
3.2. IBM: A Top Provider of Computer Hardware, Software, and Services
3.3. Kimberly-Clark: Competing Through Innovation
4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions
4.2. Wendy’s: History and Life After Dave Thomas
5.1. The Harvard Graduate Student Housing Survey
5.2. BizRate.Com
5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century
5.4. TiVo in 2002
5.5. Compaq Computer: Intel Inside?
5.6. The New Beetle
