Marketing Research
FT Press (Verlag)
978-0-273-72585-5 (ISBN)
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Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to:
diagnose and direct research questions that will support marketing decision making,
appreciate what excellent research design means,
utilise data collection techniques; qualitative and quantitative methods and forms of analysis,
manage the ethical dilemmas and social and cultural issues faced by researchers in today's global, online world,
integrate new developments in social media research with traditional marketing research methods.
Dr Naresh K. Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award. Dr David F. Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research. Peter Willsis the Chairman of Snap Surveys who are based in the UK and the USA. He is an Honorary Fellow at the University of Winchester and the Chairman of the Association for Survey Computing, the world's leading society for the advancement of knowledge in software and technology for research surveys and statistics.
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: in-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 integrity
18. Frequency distribution, cross-tabulation and hypothesis testing
19. Analysis of variance and covariance
20. Correlation and regression
21. Discriminant and logit analysis
22. Factor analysis
23. Cluster analysis
24. Multidimensional scaling and conjoint analysis
25. Structural equation modelling and path analysis
26. Report preparation and presentation
27. International marketing research
28. Business-to-business (b2b) marketing research
| Erscheint lt. Verlag | 17.7.2012 |
|---|---|
| Sprache | englisch |
| Maße | 196 x 266 mm |
| Gewicht | 1910 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-72585-8 / 0273725858 |
| ISBN-13 | 978-0-273-72585-5 / 9780273725855 |
| Zustand | Neuware |
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