Marketing research: text and cases

PART 1: FUNDAMENTALS OF MARKETING RESEARCH

Chapter 1. Introduction, Evolution, and Emerging Issues Chapter 2. The Marketing Research Process – An Overview Chapter 3. Research Methods and Design – Additional Inputs Chapter 4. Questionnaire Design: A Customer-centric Approach Chapter 5. Sampling Methods – Theory and Practice Chapter 6. Field Procedures Chapter 7. Planning the Data Analysis

PART 2: DATA ANALYSIS

Chapter 8. Simple Tabulation and Cross-tabulation Chapter 9. ANOVA and the Design of Experiments Chapter 10. Correlation and Regression: Explaining Association and Causation Chapter 11. Discriminant Analysis for Classification and Prediction Chapter 12. Logistic Regression for Classification and Prediction Chapter 13. Factor Analysis for Data Reduction Chapter 14. Cluster Analysis for Market Segmentation Chapter 15. Multimensional Scaling for Brand Positioning Chapter 16. Conjoint Analysis for Product Design Chapter 17. Attribute-based Perceptual Mapping Using Discriminant Analysis Chapter 18. Structural Equation Modeling (SEM) for Complex Models (including Confirmatory Factor Analysis)

PART 3: APPENDICES

Appendix 1: Industrial Marketing Research Appendix 2: Careers in Marketing Research

The book is written in application oriented manner and the use of case studies with SPSS component enhances the worth of this work not only for the MBA students, but also for marketing research practitioners.