Marketing Research
13. Auflage August 2020
768 Seiten, Softcover
Wiley & Sons Ltd
Weitere Versionen
Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within--and value to--an organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications.
An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they've learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand. By pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective.
1 A Decision-Making Perspective on Marketing Intelligence 1
2 Marketing Research in Practice 30
3 The Marketing Research Process 47
4 Research Design and Implementation 71
Part II Data Collection
Section A: Secondary and Exploratory Research
5 Secondary Sources of Marketing Data 98
6 Standardized Sources of Marketing Data 123
7 Marketing Research on the Internet 147
8 Information Collection: Qualitative and Observational Methods 173
Section B: Descriptive Research
9 Information from Respondents: Issues in Data Collection 209
10 Information from Respondents: Survey Methods 226
11 Attitude Measurement 255
12 Designing the Questionnaire 284
Section C: Causal Research
13 Experimentation 313
Section D: Sampling
14 Sampling Fundamentals 344
15 Sample Size and Statistical Theory 372
Part III Data Analysis
16 Fundamentals of Data Analysis 396
17 Hypothesis Testing: Basic Concepts and Tests of Associations 416
18 Hypothesis Testing: Means and Proportions 435
Part IV Special Topics in Data Analysis
19 Correlation Analysis and Regression Analysis 461
20 Discriminant, Factor, and Cluster Analysis 491
21 Multidimensional Scaling and Conjoint Analysis 533
22 Presenting the Results 556
Part V Applications of Marketing Intelligence
23 Marketing-Mix Measures 571
24 Brand and Customer Metrics 613
25 New Age Strategies 635
Appendix A 673
Glossary 699
Index 717
