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Marketing Research

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This is a Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to include content especially relevant to students outside of the United States. For undergraduate and graduate marketing research courses.Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making. Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs.
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Table of Contents

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Chapter 1 Introduction to Marketing ResearchChapter 2 Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATIONChapter 3 Research DesignChapter 4 Exploratory Research Design: Secondary Data Chapter 5 Exploratory Research Design: Qualitative Research Chapter 6 Descriptive Research design: Survey and ObservationChapter 7 Causal Research Design: Experimentation Chapter 8 Measurement and Scaling: Fundamentals and Comparative ScalingChapter 9 Measurement and Scaling: Noncomparative Scaling TechniquesChapter 10 Questionnaire and Form DesignChapter 11 Sampling: Design and ProceduresChapter 12 Sampling: Final and Initial Sample Size DeterminationPART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING Chapter 13 Field WorkChapter 14 Data PreparationChapter 15 Frequency Distribution, Cross-tabulation, and Hypothesis TestingChapter 16 Analysis of Variance and CovarianceChapter 17 Correlation and RegressionChapter 18 Discriminant and Logit AnalysisChapter 19 Factor AnalysisChapter 20 Cluster AnalysisChapter 21 Multidimensional Scaling and Conjoint AnalysisChapter 22 Structural Equation Modeling and Path AnalysisChapter 23 Report Preparation and PresentationChapter 24 International Marketing ResearchRunning Case: DellComprehensive Critical Thinking CasesData Analysis Cases with Real DataComprehensive Cases with Real DataComprehensive Harvard Business School Cases

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