ESCP Europe

"In an industry undergoing changes, great opportunities are being created for Marketing Researchers to use their skills to solve the challenges of business environment. This work attempts to help you understand those challenges, build your talents and develop your own insights. It also includes a CD of the software applications SNAP and XSight" by Worldcat.

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. Qualitative 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 distribution --- 16. Survey fieldwork --- 17. Data preparation --- 18. Frequency distribution, cross-tabulation and hypothesis testing --- 19. Analysis of variance and co-variance --- 20. Identifying relationships --- 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 (b2b) marketing research..