Couverture / Jaquette

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.

Note biographique

Scott M. Smith is Professor of Marketing in the Marriott School of Management, Brigham Young University. Dr. Smith's research and publication interests are online survey technologies for marketing research, Internet research and methodology, and computer modeling. He is the Founder and Director of Surveypro.com, SurveyTime.com, and SurveyZ.com which are online ASPs offering advanced survey research, database, and analysis tools. He is the author of the PC-MDS statistical software programs for conjoint and multidimensional scaling analysis for the personal computer. He has authored 12 books and monographs and more than 60 articles and papers. He has published in Marketing Research, Journal of Consumer Research, Journal of Business Research, Journal of the Academy of Marketing Science, Journal of Marketing Education (awarded the year¿s outstanding article), and Journal of Business Ethics. His most recently completed academic books are titled, Research for Marketing Decisions (with Paul E. Green and Gerald Albaum), Multidimensional Scaling (with Paul E. Green and Frank J. Carmone Jr.) and Computer Assisted Decisions in Marketing (with William R. Swinyard).

Table des matières

Preface
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

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