Marketing research : methodological foundations
著者
書誌事項
Marketing research : methodological foundations
South-Western , Cengage Learning [distributor], c2010
10th ed., international edition
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注記
Includes Internet access
内容説明・目次
内容説明
Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for today's marketing research, Marketing Research: Methodological Foundations, 10e, International Edition ensures the reader develops a strong conceptual as well as practical understanding of marketing research as it's practiced today. The book's thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New Qualtrics[trademark] research activities and coverage of SPSS 17 offer first-hand practice with some of the most popular online survey tools used in business today. With its proven applications, clear presentation, and variety of timely cases, Marketing Research: Methodological Foundations, 10e, International Edition serves as an exceptional learning tool for today's learners and as an invaluable reference tool for professionals throughout their careers.
目次
Part 1: MARKETINGI RESEARCH AND THE RESEARCH PROCESS. 1. Marketing Research: It's Everywhere! 2. Alternative Approaches to Marketing Intelligence. 3. The Research Process and Problem Formulation. Part 1 Cases. Case 1-1. Big Brothers of Fairfax County. Case 1-2. Using Loyalty Data at Flowers 4U. Case 1-3. E-Food and the Online Grocery Competition (A). Case 1-4. Choosing a Brand Name. Case 1-5. Moving Consumers from Awareness to Loyalty. Case 1-6. Qualitative Data from Open-Ended Survey Items: A Service Quality Example. Case 1-7. Extending a Travel Brand. Part 2: DETERMINING RESEARCH DESIGN. 4. Research Design, Exploratory Research, and Qualitative Data. 5. Descriptive Research. 6. Casual Designs. Part 2 Cases. Case 2-1. Riverside County Humane Society (A). Case 2-2. Hotstuff Computer Software (A). Case 2-3. Advertising Agency's Databank. Case 2-4. Bakhill Foods. Case 2-5. Internet Advertising and Your Brain (A). Case 2-6. Customer Relationship Management. Case 2-7. Ethnography in Practice: The Case of ESPN Zone, Chicago. Case 2-8. Brand Association Maps. Part 3: DESIGN DATA COLLECTION METHOD AND FORMS. 7. Data Collection: Secondary Data. 8. Data Collection: Primary Data. 9. Questionnaires and Data Collection Forms. 10. Attitude Measurement. 10 Appendix. Psychological Measurement. Part 3 Cases. Case 3-1. Food and the Online Grocery Competition (B). Case 3-2. Premium Pizza Inc. Case 3-3. CTM Productions (A). Case 3-4. Comparing Ads Against a Databank. Case 3-5. Measuring Magazines. Case 3-6. Secondary Data on Health from CDC. Case 3-7. Critiquing Questionnaires. Part 4: SAMPLE DESIGNS FOR DATA COLLECTION AND SAMPLE SIZE. 11. Sampling Procedures. 12. Determining Sample Size. 13. Field Procedures for Collecting the Data. Part 4 Cases. Case 4-1. Riverside County Humane Society (B). Case 4-2. Sampling Lead-Users for New Products. Case 4-3. Sampling from Your Loyalty Database. Case 4-4. International Differences in the Cost of Data. Case 4-5. Online Samples. Case 4-6. Sampling Gambling. Part 5: DATA ANALYSIS AND INTERPRETATION. 14. Preprocessing the Data, and Doing Cross-Tabs. 14 Appendix. Chi-Square and Related Indices. 15. Data Analysis-Basic Questions. 15 Appendix. Quick Stats Review. 16. Are My Groups The Same or Different? 16 Appendix. Quick Stats Review. 17. Are These Variables Related? 18. Multivariate Data Analysis. 18 Appendix. More Multivariate Statistical Techniques. Part 5 Cases. Case 5-1. CTM Productions (B). Case 5-2. E-Food and the Online Grocery Competition(c). Case 5-3. Internet Advertising and Your Brain (B). Case 5-4. A Picture is Worth a Megabyte of Words: Census Data and Trends in Lifestyle Purchases. Case 5-5. CountryCable: Customer Satisfaction Survey Data. Case 5-6. Teeth Whitening Conjoint Study. Case 5-7. Sports Marketing and Television Programming. Case 5-8. Repositioning a Brand. Case 5-9. Conjoint-Branding and Pricing. Case 5-10. Segmentation Study. Part 6: THE RESEARCH REPORT. 19. The Research Report.
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