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Marketing ResearchMarketing Research: An Applied Orientation: Global Edition, 6/e

ISBN 10: 0136094236
ISBN 13: 9780136094234
864pp © 2010 Paper

Basic Approach

For undergraduate and graduate marketing research course.

This is Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to

include content especially relevant to students outside of the United States.

Marketing Research : An Applied Orientation allows students to actually experience the interaction between

marketing research and marketing decision making.

Marketing Research : An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions . The text is comprehensive , practical , and present balanced coverage of both qualitative and quantitative material.

The sixth edition is even more current , contemporary , illustrative , and sensitive to user needs.

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 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 : Non Comparative 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. Field Work

14. Data Preparation

15. Frequency Distribution , Cross tabulation, and Hypothesis Resting

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

24. International Marketing Research

Running Case: Dell

Comprehensive Critical Thinking Cases

Data Analysis Cases with Real Data

Comprehensive Cases with Real Data

Comprehensive Harvard Business School Cases

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