Fundamentals of Marketing Research

Front Cover
SAGE, 2005 - Business & Economics - 881 pages
Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.
 

Selected pages

Contents

Planning for Marketing Research and the Research Process
37
Research Design
76
Cases for Part I
106
Secondary Data and Sources
123
Information From Respondents
166
Online Marketing Research
221
Qualitative Research and Observation
249
Experimentation
285
Sample Size
527
Cases for Part IV
549
Hypothesis Testing and Univariate Analysis
579
Differences Between Sample Groups
607
measures of association
636
Multivariate Statistical Analysis
657
Factor Analysis Clustering
707
Cases for Part V
743

Cases for Part II
326
General Concepts of Measurement
347
Measurement and Scaling in Marketing Research
371
Designing Questionnaires
413
Cases for Part III
465
Sampling Procedures in Marketing Research
499
Reporting Research Results
777
Statistical Tables
813
Glossary of Terms
827
Name Index
849
About the Authors 881
Copyright

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Fundamentals of Marketing Research
Scott M. Smith,Gerald S. Albaum
No preview available - 2009

Common terms and phrases

advertising analyzed answer approach asked associated attitudes attributes behavior brand CHAID Chapter characteristics client cluster coefficient conducted conjoint analysis consumer correlation cost cross-tabulation data collection decision demographic dependent variable determine developed discriminant discussed distribution effect estimate evaluation example Exhibit experiment experimental factors Figure focus groups Fred Meyer household hypothesis interest International Internet interview involved level of measurement manager marketing research mean measurement methods nonprobability sample normal distribution null hypothesis objectives observed obtained panel percent population potential predict predictor problem procedures purchase questionnaire questions random regression relationship research design research project respondents response rates sampling error scale segments selected semantic differential simple random sample sources specific SPSS standard statistical stratified sampling Subaru Table techniques telephone survey users validity variance

References to this book

About the author (2005)

Gerald Albaum is Research Professor in the Marketing Department at the Robert O. Anderson Schools of Management, the University of New Mexico, Professor Emeritus of Marketing, University of Oregon, and Senior Research Fellow, IC2 Institute, University of Texas at Austin. Professor Albaum’s teaching areas include International Marketing, Marketing Research, Entering Asian Markets. His research interests include Measurement and Scaling, Issues in Research Methodology, Direct Selling Relationships, Management Style and Decision Making, Foreign Market Entry Strategy, and International Marketing. Professor Albaum has written numerous articles published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of the Market Research Society, Psychological Reports, Journal of Retailing, Journal of Business and Journal of Business Research. He is the author, co-author, or editor twenty books including International Marketing and Export Management. Pearson Education Limited (UK), Fourth Edition, 2002 (with J. Strandskov, E. Duerr) and Research for Marketing Decisions. Englewood Cliffs, NJ: Prentice-Hall, Fifth Edition, 1988 (with P. Green and D. Tull).

Bibliographic information

TitleFundamentals of Marketing Research
AuthorsScott M. Smith, Gerald S. Albaum
Editionillustrated
PublisherSAGE, 2005
ISBN0761988521, 9780761988526
Length881 pages
Subjects ›  › 

Business & Economics / Management
Business & Economics / Marketing / Research
Business & Economics / Research & Development
  
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