In Marketing Research, the authors offer undergraduate and MBA students a compelling introduction to the field
with extensive use of global, technology, service, and small business examples. Distinctive features include integrated
coverage of technology tools and statistical analysis, current research, and a strong focus on strategy.
The Second Edition features an appealing design and open layout, making an often challenging subject more engaging
for students. Through current examples and cases, students gain an understanding of the role of marketing research
in the business world. Pedagogical features give students a clear handle on what they need to focus on to be successful
in the course. Chapter Objectives identify key concepts in the reading to follow, while Questions for Review and
Discussion, Application Exercises, and Internet Exercises prompt students to complete a variety of tasks, allowing
them to apply chapter concepts in meaningful ways.
Table of Contents
I. Introduction to Marketing Research
1. The Nature and Scope of Marketing Research
2. The Marketing Research Process
3. Types of Marketing Research
II. Data Collection: Types and Methods
4. Secondary Data
5. Using Geographic Information Systems for Marketing Research
6. Primary-Data Collection
7. Qualitative Research
8. Experimentation in Marketing Research
III. Data Collection: Measurement Instruments and Sampling
9. Measurement and Scaling
10. Questionnaire Design
11. Sampling Foundations
IV. Data Analysis
12. Quality Control and Initial Analysis of Data
13. Hypothesis Testing
14. Examining Associations: Correlation and Regression
15. Overview of Other Multivariate Techniques
