Marketing Research

Get ready to take the plunge

 

Marketing Research is a very creative area.  In an industry undergoing enormous changes, great opportunities are being created for Marketing Researchers who can use their skills to solve the challenges of todays dynamic business environment.  This book will help you understand those challenges, build your talents and develop your own original insights.

 

Dive below the surface

 

The third European edition of Marketing Research: An Applied Approach retains the classic strengths of its past as well as developing many exciting new features.  This established and respected textbook:

 

-         Remains the most applied, comprehensive and authoritative commentary on the subject

-         Balances quantitative and qualitative approaches to the subject

-         Boasts an all-new, visually stunning 4-colour design

-         Includes a CD of the very latest versions of the popular and user-friendly software applications SNAP and XSight, for both quantitative and qualitative researchers

-         Runs a brand new case study throughout each chapter, based on the work of the Marketing Research agency Sports Marketing Surveys.  Project highlights include Formula 1, Rugby League, the Flora London Marathon and Beach Volleyball

-         Features an all-new suite of extensive real-world video case material, along with many other enhanced online resources, on the books companion website at www.pearsoned.co.uk/birks

 

Stay ahead of the competition and reach the finish line first

 

Suitable for use at the undergraduate, postgraduate and MBA levels, this highly successful European textbook, enhanced by a CD, video material and valuable online resources, is an essential part of your future success in Marketing Research.

 

Dr Naresh K. Malhotra is Regents' Professor, DuPree College of Management, Georgia Institute of Technology. In addition to teaching marketing research he has consulted for business, non-profit and government organisations in the United States and around the world.

 

Dr David F. Birks is Senior Lecturer in Marketing in the School of Management, University of Southampton. He is the Programme Director for their Marketing Analytics degrees. David teaches quantitative and qualitative marketing research and consumer metrics. He has conducted research on behalf of a wide range of business, non-profit and social ventures in the UK and Europe.

(Pearson)

Bli först med att recensera och betygsätt boken Marketing Research - du kan vinna 200 kr varje månad i tävlingen "Månadens recension".

Preface and guided tour

Publisher's acknowledgements

About the authors

1. 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: 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 preparation

18. Frequency distribution, cross-tabulation and hypothesis testing

19. Analysis of variance and covariance

20. Correlation and regression

21. Discriminant analysis

22. Factor analysis

23. Cluster analysis

24. Multidimensional scaling and conjoint analysis

25. Report preparation and presentation

26. International marketing research

27. Business-to-business (b2) marketing research

Appendix: Statistical tables

Glossary

Index

(Pearson)