Comprehensive in scope and realistic in perspective, this seventh edition outlines for those new to the field the complete and continuous sequence of a research project's development. It provides technical instruction on applied research techniques in marketing and explains when and how to use marketing research, and how to evaluate it. It also provides an insight into the management of research and its societal issues. The book is appropriate for a one semester/quarter, junior/senior level course. It requires a background in basic marketing and basic statistics. Table Of Contents PART I_FUNDAMENTALS Preface. Introduction. Application of Marketing Research. PART II_PLANNING THE RESEARCH PROJECT* Research Objectives and Plans* Research Designs* Experimental Designs* Specifying Data and Acquisition Methods* Secondary Data PART III_PERFORMING THE DATA COLLECTION* Basic Concepts of Measurement and Scaling* Questionnaire Design* The Sampling Process and Selection* Probability Sampling Methods* Sampling-Size Decisions.* Field Procedures PART IV_PROCESSING AND ANALYZING DATA* Data Preparation and Processing.* Data Analysis and Interpretation:* Introduction.* Analysis of Differences.* Analysis of Experiments.* Investigation of Associations (Dependence Methods).* Investigation of Associations (Interdependence Methods). PART V_PRESENTATION AND FOLLOW-THROUGH* Presentation of Research Findings and Follow-Through.* Managing Marketing Research.* Ethical Issues in Marketing Research.* Appendices.* Indexes.
