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Written for students studying market research at both undergraduate and postgraduate levels, Marketing Research: An Applied Approach provides a comprehensive and authoritative commentary on this increasingly important subject.

This updated edition includes a CD-ROM containing valuable SNAP and XSIGHT Software demos, to enhance understanding of quantitative and qualitative aspects of marketing research

In addition 9 Full Harvard Business School Case Studies, complete with teaching notes and accompanying questions are available through our Custom Publishing Programme. Please contact your local Pearson Education Sales Representative to find out more.

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Contents

Preface and guided tour

Publisher's acknowledgements

About the authors

1. Introduction to marketing research

2. Defining the marketing research problem and developing a research approach

3. Research design

4. Secondary data collection and analysis

5. Internal secondary data and the use of databases

6. Qualitative research: its nature and approaches

7. Qualitative research: focus group discussions

8. Qualitative research: depth interviewing and projective techniques

9. Qualitative research: data analysis

10. Survey and quantitative observation techniques

11. Causal research design: experimentation

12. Measurement and scaling: fundamentals, comparative and non-comparative scaling

13. Questionnaire design

14. Sampling: design and procedures

15. Sampling: final and initial sample size determination

16. Survey fieldwork

17. Data preparation

18. Frequency distribution, cross-tabulation and hypothesis testing

19. Analysis of variance and covariance

20. Correlation and regression

21. Discriminant analysis

22. Factor analysis

23. Cluster analysis

24. Multidimensional scaling and conjoint analysis

25. Report preparation and presentation

26. International marketing research

27. Business-to-business (b2) marketing research

Appendix: Statistical tables

Glossary

Index

Paperback, 784 pages