Essentials of marketing research : a hands-on approach

Essentials of marketing research a hands-on approach

For courses in Marketing Research at two- and four-year colleges and universities An engaging, do-it-yourself approach to marketing research Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages student...

Descripción completa

Detalles Bibliográficos
Otros Autores: Malhotra, Naresh K., author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Boston : Pearson [2015]
Edición:Global edition
Colección:Always learning.
Materias:
Marketing research.
Libros electrónicos.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009632535206719
Tabla de Contenidos:
  • Cover
  • Brief Contents
  • Contents
  • Foreword
  • Preface
  • About the Author
  • Part 1: Introduction and Early Phases of Marketing Research
  • Chapter 1: Introduction to Marketing Research
  • Overview
  • Learning Objectives
  • Definition of Marketing Research
  • A Classification of Marketing Research
  • The Marketing Research Process
  • Step 1: Defining the Problem
  • Step 2: Developing an Approach to the Problem
  • Step 3: Formulating a Research Design
  • Step 4: Doing Field Work or Collecting Data
  • Step 5: Preparing and Analyzing Data
  • Step 6: Preparing and Presenting the Report
  • The Role of Marketing Research in Marketing Decision Making
  • The Decision to Conduct Marketing Research
  • The Marketing Research Industry
  • Selecting a Research Supplier
  • Careers in Marketing Research
  • The Role of Marketing Research in MIS and DSS
  • International Marketing Research
  • Marketing Research and Social Media
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 1.1: Burke: Learning and Growing Through Marketing Research
  • Chapter 2: Defining the Marketing Research Problem and Developing an Approach
  • Overview
  • Learning Objectives
  • The Importance of Defining The Problem
  • The Process of Defining the Problem and Developing an Approach
  • Tasks Involved in Problem Definition
  • Discussions with Decision Makers
  • Interviews with Industry Experts
  • Secondary Data Analysis
  • Qualitative Research
  • Environmental Context of The Problem
  • Past Information and Forecasts
  • Resources and Constraints
  • Objectives
  • Buyer Behavior
  • Legal Environment
  • Economic Environment
  • Marketing and Technological Skills.
  • Management Decision Problem and Marketing Research Problem
  • Defining the Marketing Research Problem
  • Components of the Approach
  • Analytical Framework and Models
  • Research Questions and Hypotheses
  • Specification of Information Needed
  • International Marketing Research
  • Marketing Research and Social Media
  • Approach to the Problem
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 2.1: Accenture: The Accent is in the Name
  • Part 2: Research Design Formulation
  • Chapter 3: Research Design, Secondary and Syndicated Data
  • Overview
  • Learning Objectives
  • Research Design Definition
  • Basic Research Designs
  • Exploratory Research
  • Descriptive Research
  • Causal Research
  • Primary Versus Secondary Data
  • Advantages and Disadvantages of Secondary Data
  • Criteria for Evaluating Secondary Data
  • Specifications: Methodology Used to Collect the Data
  • Error: Accuracy of the Data
  • Currency: When the Data Were Collected
  • Objective: The Purpose for the Study
  • Nature: The Content of the Data
  • Dependability: How Dependable Are the Data?
  • Classification of Secondary Data
  • Internal Secondary Data
  • Customer Databases
  • Data Warehouse and Data Mining
  • CRM and Database Marketing
  • External Secondary Data
  • Business/Nongovernment Data
  • Government Sources
  • The Nature of Syndicated Data
  • A Classification of Syndicated Services
  • Syndicated Services for Consumer Data
  • Surveys
  • Purchase and Media Panels
  • Electronic Scanner Services
  • Syndicated Services for Institutional Data
  • Retailer and Wholesaler Audits
  • Industry Services.
  • Combining Information from a Variety of Sources: Single-Source Data
  • How to Conduct an Online Search for External Secondary Data
  • International Marketing Research
  • Marketing Research and Social Media
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 3.1: National Football League: The King of Professional Sports
  • Chapter 4: Qualitative Research
  • Overview
  • Learning Objectives
  • Primary Data: Qualitative Versus Quantitative Research
  • A Classification of Qualitative Research Procedures
  • Focus Group Interviews
  • Characteristics
  • Planning and Conducting Focus Groups
  • Advantages and Disadvantages of Focus Groups
  • Online Focus Groups
  • Advantages and Disadvantages of Online Focus Groups
  • Depth Interviews
  • Conducting Depth Interviews
  • Advantages and Disadvantages of Depth Interviews
  • Projective Techniques
  • Word Association
  • Sentence Completion
  • Picture Response and Cartoon Test
  • Role Playing and Third-Person Techniques
  • Advantages and Disadvantages of Projective Techniques
  • Other Methods of Qualitative Research
  • Ethnography and Netnography
  • Mystery Shopping
  • International Marketing Research
  • Marketing Research and Social Media
  • Focus Groups
  • Depth Interviews
  • Projective Techniques
  • Limitations
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 4.1: Nike: Associating Athletes, Performance, and the Brand
  • Chapter 5: Survey and Observation
  • Overview.
  • Learning Objectives
  • Survey Methods
  • Survey Methods Classified by Mode of Administration
  • Telephone Methods
  • Traditional Telephone Interviews
  • Computer-Assisted Telephone Interviewing
  • Advantages and Disadvantages of Telephone Interviewing
  • Personal Methods
  • Personal In-Home Interviews
  • Advantages and Disadvantages of In-Home Interviewing
  • Mall-Intercept Personal Interviews
  • Advantages and Disadvantages of Mall Intercepts
  • Computer-Assisted Personal Interviewing
  • Advantages and Disadvantages of CAPI
  • Mail Methods
  • Mail Interviews
  • Mail Panels
  • Advantages and Disadvantages of Mail Surveys
  • Electronic Methods
  • E-mail Surveys
  • Internet Surveys
  • Advantages and Disadvantages of Electronic Methods
  • Some Other Survey Methods
  • Criteria for Selecting a Survey Method
  • Improving Survey Response Rates
  • Prior Notification
  • Incentives
  • Follow-Up
  • Other Facilitators of Response
  • Observation Methods
  • Personal Observation
  • Mechanical Observation
  • A Comparison of Survey and Observation Methods
  • Relative Advantages of Observation
  • Relative Disadvantages of Observation
  • International Marketing Research
  • Marketing Research and Social Media
  • Surveys
  • Observation
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 5.1: Starbucks: Staying Local While Going Global Through Marketing Research
  • Chapter 6: Experimentation and Causal Research
  • Overview
  • Learning Objectives
  • Concept of Causality
  • Conditions for Causality
  • Concomitant Variation
  • Time Order of Occurrence of Variables
  • Absence of Other Possible Causal Factors
  • Role of Evidence.
  • What is Experimentation?
  • Definitions and Concepts
  • Independent Variables
  • Test Units
  • Dependent Variables
  • Extraneous Variables
  • Random Assignment to Experimental and Control Groups
  • Experiment
  • Experimental Design
  • Definition of Symbols
  • Validity in Experimentation
  • Internal Validity
  • External Validity
  • Controlling Extraneous Variables
  • A Classification of Experimental Designs
  • Pre-experimental Designs
  • One-Shot Case Study
  • One-Group Pretest-Posttest Design
  • Static Group Design
  • True Experimental Designs
  • Pretest-Posttest Control Group Design
  • Posttest-Only Control Group Design
  • Statistical Designs
  • Factorial Design
  • Selecting an Experimental Design
  • Experimentation on the Web
  • Experimental Versus Nonexperimental Designs
  • Limitations of Experimentation
  • Cost
  • Administration
  • Application: Test Marketing
  • International Marketing Research
  • Marketing Research and Social Media
  • Ethics in Marketing Research
  • Summary
  • Companion Website
  • Key Terms and Concepts
  • Suggested Cases and Video Cases
  • Live Research: Conducting a Marketing Research Project
  • Acronyms
  • Review Questions
  • Applied Problems
  • Internet Exercises
  • Online Video Case 6.1: AFLAC: Marketing Research Quacks a Duck
  • Chapter 7: Measurement and Scaling
  • Overview
  • Learning Objectives
  • Measurement and Scaling
  • Primary Scales of Measurement
  • Nominal Scale
  • Ordinal Scale
  • Interval Scale
  • Ratio Scale
  • Comparative and Noncomparative Scaling Techniques
  • Comparative Scaling Techniques
  • Paired Comparison Scaling
  • Rank-Order Scaling
  • Constant Sum Scaling
  • Noncomparative Scaling Techniques
  • Continuous Rating Scale
  • Itemized Rating Scales
  • Multi-Item Scales
  • Scale Evaluation
  • Reliability
  • Validity
  • Relationship Between Reliability and Validity
  • Choosing a Scaling Technique.
  • International Marketing Research.

Ejemplares similares