Marketing Research

ISBN-10: 0470050764
ISBN-13: 9780470050767
Edition: 9th 2007 (Revised)
List price: $185.95
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Description: Highlighting the relevance of marketing intelligence and the power of the Internet in marketing research applications, this book focuses on recent trends in marketing intelligence and explains how various functions are linked to each other in a way  More...

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Book details

List price: $185.95
Edition: 9th
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 10/2/2006
Binding: Hardcover
Pages: 792
Size: 8.00" wide x 10.25" long x 1.25" tall
Weight: 3.036
Language: English

Highlighting the relevance of marketing intelligence and the power of the Internet in marketing research applications, this book focuses on recent trends in marketing intelligence and explains how various functions are linked to each other in a way that ensures efficient management of the customer-firm relationship.

The Nature and Scope of Marketing Research
A Decision-Making Perspective on Marketing Intelligence
Learning Objectives
An Overview of Business Intelligence
Introduction to Marketing Intelligence
Marketing Research
Role of Marketing Research in Managerial Decision Making
Factors That Influence Marketing Research Decisions
Use of Marketing Research
Ethics in Marketing Research
The Respondent's Ethics and Rights
International Marketing Research
Summary
Questions and Problems
End Notes
Preteen Market-The Right Place to Be In for Cell Phone Providers?
Best Buy on a Segmentation Spree
Ethical Dilemmas in Marketing Research
Marketing Research in Practice
Learning Objectives
Information System, Decision Support Systems, and Marketing Research
Marketing Decision Support Systems
Suppliers of Information
Criteria for Selecting External Suppliers
The International Marketing Research Industry
Career Opportunities in Marketing Research
Summary
Questions and Problems
End Notes
Marketing Research Jobs
The Marketing Research Process
Learning Objectives
Overview of the Marketing Research Process
The Preliminary Stages of the Marketing Research Process
Planning a New HMO
The International Marketing Research Process
Summary
Questions and Problems
End Notes
The Value of Research Information Using Bayesian Decision Theory
A VideOcart Test for Bestway Stores
Sperry/MacLennan Architects and Planners
Philip Morris Enters Turkey
Research Design and Implementation
Learning Objectives
Research Approach
Research Tactics and Implementation
Budgeting and Scheduling the Research Project
Research Proposal
Designing International Marketing Research
Issues in International Research Design
Summary
Questions and Problems
End Notes
Errors in Research Design
Reynolds Tobacco's Slide-Box Cigarettes
California Foods Corporation
Case for Part I
Clover Valley Dairy Company
Data Collection
Secondary and Exploratory Research
Secondary Sources of Marketing Data
Learning Objectives
Secondary Data
Uses of Secondary Data
Benefits of Secondary Data
Limitations of Secondary Data
Internal Sources of Secondary Data
External Sources of Secondary Data
Census Data
North American Industry Classification System
Appraising Secondary Sources
Applications of Secondary Data
Sources of Secondary Data for International Marketing Research
Problems Associated with Secondary Data in International Research
Applications of Secondary Data in International Research
Summary
Questions and Problems
End Notes
Barkley Foods
Dell in Latin America?
Eddie Bauer: Strategize with Secondary Marketing Data
Standardized Sources of Marketing Data
Learning Objectives
Retail Store Audits
Consumer Purchase Panels
Scanner Services and Single-Source Systems
Media-Related Standardized Sources
Applications of Standardized Sources of Data
Summary
Questions and Problems
End Notes
Promotion of Rocket Soups
Kerry Gold Products, Ltd.
Paradise Foods
Marketing Research on the Internet
Learning Objectives
Current Trends in Web Usage
WWW Information for Marketing Decisions
The Internet and Marketing Research Today
The Internet and Marketing Research Developments
Issues and Concerns
Summary
Questions and Problems
End Notes
Caring Children's Hospital
Information Collection: Qualitative and Observational Methods
Learning Objectives
Need for Qualitative Research
Qualitative Research Methods
Observational Methods
Recent Applications of Qualitative and Observational Methods
Summary
Questions and Problems
End Notes
Myths of Qualitative Research: It's Conventional, But Is It Wisdom?
Mountain Bell Telephone Company
U.S. Department of Energy (A)
Acura
Exploratory Research on the Lleyton Hewitt National Visa Card
Hamilton Beach Conducts Primary Research in Mexico and Europe
Mini-Project
Descriptive Research
Information from Respondents: Issues in Data Collection
Learning Objectives
Information from Surveys
Sources of Survey Error
Methods of Data Collection
Factors Affecting the Choice of a Survey Method
Ethical Issues in Data Collection
Summary
Questions and Problems
End Notes
Essex Markets (A)
More Ethical Dilemmas in Marketing Research
Information from Respondents: Survey Methods
Learning Objectives
Collecting Data
Surveys in the International Context
Summary
Questions and Problems
End Notes
Project Data: An Urban Transportation Study
Roland Development Corp.
Attitude Measurement
Learning Objectives
What Are Attitudes?
The Concept of Measurement and Scaling
Types of Attitude Rating Scales
General Guidelines for Developing a Multiple-Item Scale
Interpreting Attitude Scales
Choosing an Attitudinal Scale
Accuracy of Attitude Measurements
Scales in Cross-National Research
Summary
Questions and Problems
End Notes
Wine Horizons
National Kitchens
Designing the Questionnaire
Learning Objectives
Planning What to Measure
Formatting the Question
Question Wording: A Problem of Communication
Sequence and Layout Decisions
Questionnaire Design for International Research
Summary
Questions and Problems
End Notes
Essex Markets (B)
Smith's Clothing (A)
Compact Lemon
Causal Research
Experimentation
Learning Objectives
Descriptive versus Experimental Research
What Constitutes Causality?
Issues in Experimental Research
Types of Experimental Designs
Laboratory and Field Experiments
Threats to Experimental Validity
Guidelines for Conducting Experimental Research
Limitations of Experiments
Summary
Questions and Problems
End Notes
Evaluating Experimental Designs
Barrie Food Corporation
Sampling
Sampling Fundamentals
Learning Objectives
Sample or Census
Sampling Process
Probability Sampling
Nonprobability Sampling
Shopping Center Sampling
Sampling in the International Context
Summary
Questions and Problems
End Notes
Exercises in Sample Design
Talbot Razor Products Company
Sample Size and Statistical Theory
Learning Objectives
Determining the Sample Size: Ad Hoc Methods
Population Characteristics/Parameters
Sample Characteristics/Statistics
Sample Reliability
Interval Estimation
Sample Size Question
Proportions
Coefficient of Variation
Stratified Sampling
Multistage Design
Sequential Sampling
Summary
Questions and Problems
End Notes
Case for Part II
Currency Concepts International
Data Analysis
Fundamentals of Data Analysis
Learning Objectives
Preparing the Data for Analysis
Strategy for Data Analysis
Cross-Tabulations
Factors Influencing the Choice of Statistical Technique
An Overview of Statistical Techniques
Summary
Questions and Problems
End Notes
Appendix
Hypothesis Testing: Basic Concepts and Tests of Associations
Learning Objectives
The Logic of Hypothesis Testing
Steps in Hypothesis Testing
Basic Concepts of Hypothesis Testing
Cross-Tabulation and Chi-Square
Summary
Questions and Problems
End Notes
Medical Systems Associates: Measuring Patient Satisfaction
Hypothesis Testing: Means and Proportions
Learning Objectives
Commonly Used Hypothesis Tests in Marketing Research
The Probability-Values (p Values) Approach to Hypothesis Testing
Effect of Sample Size and Interpretation of Test Results
Relationship between Confidence Interval and Hypothesis Testing
Analysis of Variance (ANOVA)
Summary
Questions and Problems
End Notes
American Conservatory Theater
Apple Appliance Stores
Cases for Part III
The Vancouver Symphony Orchestra
Popular Pizzas
Special Topics in Data Analysis
Correlation Analysis and Regression Analysis
Learning Objectives
Correlation Analysis
Regression Analysis
Summary
Questions and Problems
End Notes
The Seafood Grotto
Ajax Advertising Agency
Election Research, Inc.
Discriminant and Canonical Analysis
Learning Objectives
Discriminant Analysis
Multiple Discriminant Analysis
Summary of Discriminant Analysis
Canonical Correlation Analysis
Summary of Canonical Correlation Analysis
Questions and Problems
End Notes
Southwest Utility
Factor and Cluster Analysis
Learning Objectives
Factor Analysis
Summary of Factor Analysis
Cluster Analysis
Summary of Cluster Analysis
Questions and Problems
End Notes
Store Image Study
Behavioral Research
Multidimensional Scaling and Conjoint Analysis
Learning Objectives
Multidimensional Scaling
Attribute-Based Approaches
Summary of MDS
Conjoint Analysis
Summary of Conjoint Analysis
Questions and Problems
End Notes
Nester's Foods
Pepsi-Cola
The Electric Truck Case
Fargo Instruments
Presenting the Results
Learning Objectives
Guidelines for Successful Presentations
Written Presentation
Oral Presentation
Relationship with the Client
Summary
Questions and Problems
End Notes
Cases for Part IV
Smith's Clothing (B)
Newfood
Applications of Marketing Intelligence
Traditional Applications: Product, Price, Distribution, and Promotion
Learning Objectives
New-Product Research
Pricing Research
Distribution Research
Promotion Research
Summary
Questions and Problems
End Notes
Brown Microwave
National Chemical Corporation
U.S. Department of Energy (B)
Contemporary Applications: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management
Learning Objectives
Competitive Advantage
Brand Equity
Customer Satisfaction
Total Quality Management
Contemporary Applications of Marketing Intelligence
Summary
Questions and Problems
End Notes
Emerging Applications: Database Marketing, E-Commerce, Relationship Marketing, and Customer Intelligence
Learning Objectives
Database Marketing
E-Commerce
Relationship Marketing
Customer Intelligence
Summary
Questions and Problems
End Notes
Forecasting
End Notes
Tables
Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas Are Formed by Symmetry
[chi superscript 2] Critical Points
F Critical Points
t Cut-off Points for the Student's t-Distribution
Procedures for Conducting Univariate and Multivariate Analysis in SPSS
Output of Select Tables in SPSS
Glossary
Index

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