ESCP Europe

Item type

Ebook

Language

English

Publication year

2019

Edition no.

7th ed.

ISBN

9781292265919

Note

• 90 user licences

Subjects

MARKETING THEORY

With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilising a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.

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 -- ART 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 Childrens 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. Wendys: 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.