Fundamentals of Marketing Research

Scott M. Smith
Gerald S. Albaum
Fundamentals of Marketing Research
October 2004 | 896 pages | Sage US
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Description

Click on the Supplements tab above for further details on the different versions of SPSS programs.

Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling.  The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.

Key Features

• Contains a wealth of modern methods and techniques not found in competing texts
• Provides numerous illustrative cases at the end of each section
• Integrates international marketing research throughout instead of placing it in a separate chapter
• Has a full chapter devoted to the essential topic of online research
• An Instructor's Manual on CD-ROM provides instructors with examination questions, additional background material on discussion questions in the text, and other helpful aids


Fundamentals of Marketing Research has been bundled at no additional cost to the students, with a license to use www.SurveyZ.com to prepare and distribute an online survey. 

Contents

Preface

Preface

Part I: What is Marketing Research?

  • 1. The Nature of Marketing Research
  • 2. Planning for Marketing Research and the Research Process
  • 3. Research Design

Cases for Part I

Cases for Part I

Part II: Techniques for Obtaining Data

  • 4. Secondary Data and Sources
  • 5. Information From Respondents
  • 6. Online Marketing Research
  • 7. Qualitative Research and Observation
  • 8. Experimentation

Cases for Part II

Cases for Part II

Part III: Measurement

  • 9. General Concepts of Measurement
  • 10. Measurement and Scaling in Marketing Research
  • 11. Designing Questionnaires

Cases for Part III

Cases for Part III

Part IV: Sampling

  • 12. Sampling Procedures in Marketing Research
  • 13. Sample Size

Cases for Part IV

Cases for Part IV

Part V: Analyzing Data

  • 14. The Analysis Process--Basic Concepts of Editing, Coding, and Descriptive Analysis
  • 15. Hypothesis Testing and Univariate Analysis
  • 16. Bivariate Analysis: Differences Between Sample Groups
  • 17. Bivariate Analysis: Measures of Association
  • 18. Multivariate Statistical Analysis
  • 19. Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint Analysis

Cases for Part V

Cases for Part V

Part VI: The Research Report

  • 20. Reporting Research Results

Appendix A: Statisitcal Tables

Appendix A: Statisitcal Tables

Glossary of Terms

  • Name Index
  • Subject Index
  • About the Authors

Description

Click on the Supplements tab above for further details on the different versions of SPSS programs.

Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling.  The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.

Key Features

• Contains a wealth of modern methods and techniques not found in competing texts
• Provides numerous illustrative cases at the end of each section
• Integrates international marketing research throughout instead of placing it in a separate chapter
• Has a full chapter devoted to the essential topic of online research
• An Instructor's Manual on CD-ROM provides instructors with examination questions, additional background material on discussion questions in the text, and other helpful aids


Fundamentals of Marketing Research has been bundled at no additional cost to the students, with a license to use www.SurveyZ.com to prepare and distribute an online survey. 

Contents

Preface

Preface

Part I: What is Marketing Research?

  • 1. The Nature of Marketing Research
  • 2. Planning for Marketing Research and the Research Process
  • 3. Research Design

Cases for Part I

Cases for Part I

Part II: Techniques for Obtaining Data

  • 4. Secondary Data and Sources
  • 5. Information From Respondents
  • 6. Online Marketing Research
  • 7. Qualitative Research and Observation
  • 8. Experimentation

Cases for Part II

Cases for Part II

Part III: Measurement

  • 9. General Concepts of Measurement
  • 10. Measurement and Scaling in Marketing Research
  • 11. Designing Questionnaires

Cases for Part III

Cases for Part III

Part IV: Sampling

  • 12. Sampling Procedures in Marketing Research
  • 13. Sample Size

Cases for Part IV

Cases for Part IV

Part V: Analyzing Data

  • 14. The Analysis Process--Basic Concepts of Editing, Coding, and Descriptive Analysis
  • 15. Hypothesis Testing and Univariate Analysis
  • 16. Bivariate Analysis: Differences Between Sample Groups
  • 17. Bivariate Analysis: Measures of Association
  • 18. Multivariate Statistical Analysis
  • 19. Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint Analysis

Cases for Part V

Cases for Part V

Part VI: The Research Report

  • 20. Reporting Research Results

Appendix A: Statisitcal Tables

Appendix A: Statisitcal Tables

Glossary of Terms

  • Name Index
  • Subject Index
  • About the Authors
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Fundamentals of Marketing Research

Scott M. Smith , Gerald S. Albaum
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October 2004 | 896 pages | Sage US

Format Published Date ISBN Price

Click on the Supplements tab above for further details on the different versions of SPSS programs.

Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling.  The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.

Key Features

• Contains a wealth of modern methods and techniques not found in competing texts
• Provides numerous illustrative cases at the end of each section
• Integrates international marketing research throughout instead of placing it in a separate chapter
• Has a full chapter devoted to the essential topic of online research
• An Instructor's Manual on CD-ROM provides instructors with examination questions, additional background material on discussion questions in the text, and other helpful aids


Fundamentals of Marketing Research has been bundled at no additional cost to the students, with a license to use www.SurveyZ.com to prepare and distribute an online survey. 


Table Of Contents:

  • Preface
  • Part I: What is Marketing Research?
  • 1. The Nature of Marketing Research
  • 2. Planning for Marketing Research and the Research Process
  • 3. Research Design
  • Cases for Part I
  • Part II: Techniques for Obtaining Data
  • 4. Secondary Data and Sources
  • 5. Information From Respondents
  • 6. Online Marketing Research
  • 7. Qualitative Research and Observation
  • 8. Experimentation
  • Cases for Part II
  • Part III: Measurement
  • 9. General Concepts of Measurement
  • 10. Measurement and Scaling in Marketing Research
  • 11. Designing Questionnaires
  • Cases for Part III
  • Part IV: Sampling
  • 12. Sampling Procedures in Marketing Research
  • 13. Sample Size
  • Cases for Part IV
  • Part V: Analyzing Data
  • 14. The Analysis Process--Basic Concepts of Editing, Coding, and Descriptive Analysis
  • 15. Hypothesis Testing and Univariate Analysis
  • 16. Bivariate Analysis: Differences Between Sample Groups
  • 17. Bivariate Analysis: Measures of Association
  • 18. Multivariate Statistical Analysis
  • 19. Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint Analysis
  • Cases for Part V
  • Part VI: The Research Report
  • 20. Reporting Research Results
  • Appendix A: Statisitcal Tables
  • Glossary of Terms
  • Name Index
  • Subject Index
  • About the Authors

Recent Product Reviews:

"I'm writing to say that I just came across your marketing research text, and think it is a great book. I feel that the standard texts "miss the mark", and I'm never willing to recommend one to my students. While I don't use a textbook in my teaching at London Business School, I will certainly be directing students to your book when they ask me about good marketing research references."
Bruce Hardie, London Business School

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