Marketing Research, European Edition

Erscheinungsjahr 2009
ISBN: 978-0-07-711706-1
Verlag: McGraw-Hill Education

Buch, Englisch, 736 Seiten, Format (B × H): 196 mm x 262 mm, Gewicht: 2 g

This first European edition of Marketing Research, by Eric Shui, Joseph Hair, Robert Bush and David Ortinau provides students with a comprehensive introduction to the practice and importance of marketing research in the business world. Written to meet the needs of students, the authors have brought together rigorous theory with applications to nurture the students’ ability to apply research principles to real marketing scenarios. The text takes students step by step through the research process to help them structure their own successful research project. Beginning by outlining the principles of qualitative and quantitative research methods, the text guides students through the process of ensuring their questionnaire design obtains accurate data, and finally concludes with a full section on preparing, analyzing and presenting their data.Key features of this edition include: - Balanced coverage of qualitative and quantitative research methods, giving clear instructions on managing interviews and focus groups and also how to conduct surveys, experimental and test marketing
- European and global examples and cases, including Adidas, Guinness, Nokia and Second Life
- A wealth of pedagogical features including review and discussion questions. These features are designed to aid learning and make the subject more accessible for students
- The book contains a unique continuing case about a bustling city restaurant called Jimmy Spice’s. The case explores how the owner researches his customer base and how he interprets and analyses the results of his surveys and interviews, helping students to understand how they can plan their own research project
- Illustrations of how new technology is being used and how it will help to shape marketing research in the future
- Additional sample databases for use in class assignments. Fully integrated throughout, these datasets support the research projects and cases discussed in the text. Each database works with SPSS to create an activity for students to complete as they work through the text

Autoren/Hrsg.

Shiu, Eric

Hair, Jr., Joseph F.

Bush, Robert P

Ortinau, David J.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Preface
Acknowledgments
About the Author
Part 1: Introduction to Marketing Research
1 Defining Marketing Research
2 The Marketing Research Process
3 Marketing Research and Technology
Part 2: Research Methods
4 Secondary Research
5 Qualitative Research Methods: An Overview and Focus Group
6 Qualitative Research Methods: In-Depth Interviews and Projective Techniques
7 Quantitative Research Methods: Survey
8 Quantitative Research Methods: Experimental Design and Test Marketing Design
9 Qualitative and Quantitative Observation Techniques
Part 3: Designs for Accurate Data
10 Questionnaire Design
11 Construct Development and Scale Measurement
12 Attitude Scale Design
13 Sampling Theory and Sample Size 1
4 Sampling Techniques and Sampling Plan
Part 4: Data Preparation, Analysis and Reporting
15 Data Preparation
16 Basic Data Analysis and Hypothesis Testing Techniques
17 Bivariate Correlation and Regression Analysis Techniques
18 Multivariate Analysis: An Overview and Dependence Techniques
19 Multivariate Analysis: Interdependence Techniques and StructuralEquation Modelling
20 Report Preparation and Presentation
Appendix 1
Appendix 2
Appendix 3
Appendix 4
Appendix 5
Appendix 6
Glossary
Bibilography
Index

Über Autor(innen)

Bush, Robert P
Earned a B.A. in Psychology and Economic history from St. Mary’s University and an M.A. and Ph.D. in Marketing at Louisiana State University. He began his teaching career at the University of South Florida, moved first to the University of Mississippi, and then to The University of Memphis, where he has taught since 1993. He was chairman of the committee on Grants and Research for the Fogleman College of Business from 1991-1997 and Director of the Ph.D. Program at Memphis from 1995-1997. He has been a consultant for a wide range of corporations and institutes, as well as for the U.S. Department of Defense. He is the coauthor of Retailing for the 21st Century (Houghton-Mifflin, 1993) and a coeditor of Advances in Marketing (LSU Press, 1994). He is a regular contributor to such academic publications as Journal of Advertising, Journal of Consumer Marketing, Journal of Marketing Education, Journal of Direct Marketing, Journal of Health Care Marketing, and Marketing Education Review.

Ortinau, David J.
Earned a B.S. in Management from Southern Illinois University—Carbondale, an M.A. in Business Administration from Illinois State University, and a Ph.D. in Marketing from Louisiana State University. He began his teaching career at the University of South Florida, where he continues to win awards both for outstanding research and for outstanding teaching. He has a wide range of research interests—from attitude formation and perceptual differences in services marketing to interactive electronic marketing technologies and their impact on information research problems. He consults for a variety of corporations and small businesses, with specialties in customer satisfaction, customer service quality, customer service value, retail loyalty, and image. He continues to serve as a member of the editorial review board for Journal of Academy of Marketing Science and was coeditor of Marketing: Moving Toward the 21st Century (SMA Press, 1996).

Hair, Jr., Joseph F.
Earned a B.A. in Economics and an M.A. and Ph.D. in Marketing at the University of Florida. He began his teaching career at the University of Mississippi and then moved to Louisiana State University in 1977. He continues to teach at LSU, where he is the Director of the Institute for Entrepreneurial Education and Family Business Studies, and where he holds the Alvin C. Copeland Endowed Chair of Franchising. He has acted as a management consultant and/or expert witness for a variety of industries and has served on the board of directors of numerous organizations. He has been an officer of for a long list of academic organizations and he is a Past President and Chairman of the Board of Governors of the Academy of Marketing Science. He has been a regular contributor and reviewer, and occasionally a member of the editorial board, for such publications as The Journal of Marketing Research, The Journal of Business Research, and Marketing Education Review. The list of this scholarly publications runs to a dozen pages.

Eric Shiu teaches Marketing Research at the University of Birmingham Joseph Hair is Professor of Marketing at Kennesaw State University Robert Bush teaches at Louisiana State University, Lafayette David Ortinau teaches at the University of South Florida