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Fundamentals of Marketing Research

Fundamentals of Marketing Research

October 2004 | 896 pages | SAGE Publications, Inc

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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 to prepare and distribute an online survey. 

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

"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

Very comprehensive and easy understandable book on techniques of marketing research. Suits very well for introduction to marketing research. For a more profound elaboration on experiments, for example, additional literature is helpful.

Mr Andreas Lechner
Faculty of Business & Management, University of Augsburg
July 26, 2013

During our school review next Semester I will push to have this text adopted as essential reading as it is excellent and very comprehensive.

Mr Patrick Mates
School of Business @ Management, Waterford Institute of Technology
March 21, 2012

Still reviewing texts

Dr Dave Conrad
Business Admin Acct Mis Dept, Augsburg College
May 4, 2011
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.
  • The clarity of the writing is demonstrated by the authors' ability to cover the basics in detail without getting bogged down in technical language.