Fundamentals of Marketing Research

2. Auflage 2007
ISBN: 978-1-4129-2123-7
Verlag: SAGE Publications Ltd

Buch, Englisch, 2560 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 4685 g

Reihe: SAGE Library in Marketing

Drawing together seminal and cutting-edge papers on qualitative and quantitative market research, this collection has been compiled by an award-winning scholar internationally hailed as a leading authority on market research. Naresh Malhotra offers academics a nuanced and comprehensive reading of the key issues and concepts across the field. This six-volume set covers the following areas: Volume One: Research Design Aspects: defining the marketing research problem, secondary data analysis, qualitative research, surveys and observation, experimentation. Volume Two: Scaling Techniques and Questionnaire Design: fundamental types of measurement, non-comparative scaling techniques, comparative scaling techniques, multi-item scales, reliability, validity, and generalizability issues, questionnaire design, design of observation forms. Volume Three: Sampling Plans: sampling considerations, non-probability sampling techniques, probability sampling techniques, sampling versus non-sampling errors, statistical approaches to sample size: mean and proportion. Volume Four: Basic Techniques of Data Analysis: parametric tests, nonparametric tests, analysis of variance, analysis of covariance, multivariate analysis of variance, correlation and bivariate regression, multivariate regression. Volume Five: Commonly Used Techniques of Data Analysis: multiple discriminant analysis, factor analysis, confirmatory factor analysis, cluster analysis. Volume Six: Advanced Multivariate Techniques of Data Analysis: logit models, probit models, tobit Models, conjoint analysis, multi-dimensional scaling.

Autoren/Hrsg.

Malhotra, Naresh K.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Volume One
Marketing Research in the New Millennium - Naresh K Malhotra and Mark Peterson
Emerging Issues and Trends
Helping Marketing Research Earn a Seat at the Table for Decision-Making - Naresh K Malhotra, Mark Peterson and Can Uslay
An Assessment and Prescription for the Future
Multiple Orientations for the Conduct of Marketing Research - David Brinberg and Elizabeth C Hirschman
An Analysis of the Academic/Practitioner Distinction
Exploitation to Engagement - Victoria Brooks
The Role of Market Research in Getting Close to Niche Markets
Marketing Research Activity and Company Performance - S Hart and A Diamantopoulos
Evidence from Manufacturing Industry
Marketing Research - Naresh K Malhotra, Mark Peterson and Kleiser
A State-of-the-Art Review and Directions for the 21st Century
'Oh No, the Consultants Are Coming!' - Sid Simmons and Angela Lovejoy
Defining Marketing Problems - Lawrence D Gibson
A Systematic Procedure for Targeting Marketing Research - R P Hamlin
Nonsampling versus Sampling Errors in Survey Research - Henry Assael and John Keon
Australian Marketing Managers' Perceptions of the Internet - E K F Leong, M T Ewing and L F Pitt
A Quasi-Longitudinal Perspective
Commercial Use of UPC Scanner Data - Randolph F Bucklin and Sunil Gupta
Industry and Academic Perspectives
Sales Information Systems - Bill Donaldson and George Wright
Are They Being Used for More Than Simple Mail Shots?
Managing the Capture of Individuals Viewing within a Peoplemeter Service - John Gill
Do Household Scanner Data Provide Representative Inferences from Brand Choices - Sachin Gupta et al
A Comparison with Store Data
Harvesting Past Research - Neil Helgeson, Jack Fentress and Bruce Lervoog
Assessing the Validity of Secondary Data Proxies for Marketing Constructs - Mark B Houston
Developments in Outputs from the 2001 Census - Barry Leventhal
Social Grading and the Census - Erhard Meier and Corrine Moy
The Role of Geodemographics in Segmenting and Targeting Consumer Markets - V W Mitchell and P J McGoldrick
A Delphi Study
Evolutionary Preference Segmentation with Panel Survey Data - Venkatram Ramaswamy
An Application to New Products
Volume Two
Small Sample Market Research - Timothy Bock and John Sergeant
Computer Applications - A New Road for Qualitative Data Analysis? - S Dembkowski and S Hanmer-Lloyd
The Use of Focus Groups for Idea Generation - Edward F Fern
The Effects of Group Size, Acquaintanceship and Moderator on Response Quantity and Quality
The Shopping List Studies and Projective Techniques - Eugene H Fram and Elaine Cibotti
A 40-Year View
Consumer Research, Interpretive Paradigms and Methodological Ambiguities - C Goulding
Exploring Phenomenological Research - Alexandra J Kenyon
Nominal Grouping Sessions versus Focus Groups - Barry E Langford, Gerald Schoenfeld and George Izzo
What 'Healthy Living' Means to Consumers - Paul Marsden
Trialing a New Qualitative Research Technique
Online Focus Groups - M M Montoya-Weiss, A P Massey and D L Clapper
Conceptual Issues and a Research Tool
Focus Groups in Cyberspace - Henrietta O'Connor and Clare Madge
Using the Internet for Qualitative Research
Processes of a Case Methodology for Postgraduate Research in Marketing - C Perry
Online Focus Groups - Donna J Reid and Fraser J Reid
Validity and Reliability in Case Study Research - Andreas M Riege
A Literature Review with 'Hands-on' Applications for Each Research Phase
Respondent Co-Operation in Focus Groups - Peter Tuckel and Michael Wood
A Field Study Using Moderator Ratings
E-Mail and Snail Mail Face off in Rematch - Duane P Bachmann, John Elfrink and Gary Vazzana
Amount, Timing and Value of Financial Incentives in Mail Surveys - Thomas J Bergmann, William J Hannaford and James Wenner
Does It Make a Difference?
A Comparison of Mail, Fax and Web-Based Survey Methods - Cihan Cobanoglu, Bill Warde and Patrick J Moreo
Is Survey Re