"Authorized adaptation from the United States edition ... published by Pearson Education ©2019."

Includes index.

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 PART 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 Children's 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. Wendy's: 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

For undergraduate and graduate courses in marketing research. An applied and practical marketing research text 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, utilizing 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.

College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management

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