Essentials of marketing research:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow, England [u.a.]
Pearson
2013
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Always learning
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XIV, 479 S. Ill., graph. Darst. |
| ISBN: | 9780273724339 9780273781097 |
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| 245 | 1 | 0 | |a Essentials of marketing research |c Naresh K. Malhotra ; David F. Birks ; Peter A. Wills |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Harlow, England [u.a.] |b Pearson |c 2013 | |
| 300 | |a XIV, 479 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 700 | 1 | |a Wills, Peter |e Sonstige |4 oth | |
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Datensatz im Suchindex
| _version_ | 1804150287934423040 |
|---|---|
| adam_text | Brief
contents
Preface
About the authors
Publisher s acknowledgements
χ
xiii
xv
1
Management decisions and the marketing research problem
1
2
Research objectives and research design
28
3
Secondary data collection and analysis: internal and external sources
59
4
Qualitative research methods
87
5
Descriptive research design: survey, observation and causal research
119
6
Social media research methods
160
7
Questionnaire design, measurement and scaling
182
8
Sampling: design and procedures
233
9
Fieldwork and data integrity
266
10
Qualitative data analysis
304
11
Basic quantitative data analysis
329
12
Advanced quantitative data analysis
362
13
Report preparation and presentation
399
14
International marketing research
427
Appendix: Statistical tables
Glossary
Index
449
460
472
Contents
Preface
About the authors
Publisher s acknowledgements
1
Management decisions and the
marketing research problem
Objectives
Overview
What is marketing research?
Definition of marketing research
Justifying the value of marketing research
A classification of marketing research
An overview of the marketing research industry
The marketing research process
Defining the marketing research problem
The marketing research brief
The marketing research proposal
International marketing research
Ethics in marketing research
Digital developments in marketing research
Summary
Questions
Exercises
Notes
2
Research objectives and research design
Objectives
Overview
The process of defining the problem and
developing a research approach
Environmental context of the problem
Discussions with decision makers
Interviews with industry experts
Initial secondary data analyses
Marketing decision problem and marketing
research problem
Defining the marketing research problem
Developing a research approach
Obiective
/ theoretical framework
Analytical model
Research questions
χ
xiii
XV
1
2
2
3
5
6
7
10
12
13
15
19
21
23
23
24
25
25
26
28
29
29
30
31
31
32
32
33
34
35
36
37
38
Hypothesis
39
Developing a research design
39
Research design from the decision makers
perspective
40
Research design from the participants perspective
41
Research design classification
44
Descriptive research
45
Causal research
47
Relationships between exploratory,
descriptive and causal research
47
Potential sources of error in research designs
48
International marketing research
51
Ethics in marketing research
52
Digital developments in marketing research
53
Summary
54
Questions
55
Exercises
56
Notes
57
Secondary data collection and analysis:
internal and external sources
Objectives
Overview
Defining primary data and secondary data
Advantages and uses of secondary data
Disadvantages of secondary data
Criteria for evaluating secondary data
Classification of secondary data
Internal secondary data
External secondary data
Databases
Classification of online databases
Syndicated sources of secondary data
Syndicated data from households
Syndicated data from institutions
International marketing research
Ethics in marketing research
Digital developments in marketing research
Summary
Questions
Exercises
Notes
59
60
60
61
61
62
62
64
65
67
69
70
71
73
78
80
81
82
83
84
84
85
4 Qualitative
research
methods
87
Objectives
88
Overview
88
Primary data: qualitative versus quantitative
research
90
Rationale for using qualitative research
91
Focus group discussions
92
Planning and conducting focus groups
95
Online focus groups: e-groups
98
In-depth interviews
101
Projective
techniques
105
Ethnographic approaches
108
Comparison between qualitative techniques
110
International marketing research
111
Ethics in marketing research
112
Digital developments in marketing research
113
Summary
113
Questions
115
Exercises
115
Notes
116
Descriptive research design: survey,
observation and causal research
119
Objectives
120
Overview
120
SURVEY METHODS
121
Online surveys
123
Telephone surveys
125
Face-to-face surveys
125
Postal surveys
126
A comparative evaluation of survey
methods
127
Task factors
128
Situational factors
128
Participant factors
130
Other survey methods
131
Mixed-mode surveys
131
OBSERVATION TECHNIQUES
131
Observation techniques classified by
mode of administration
132
A comparative evaluation of the observation
techniques
134
Advantages and disadvantages of observation
techniques
135
CAUSALITY
136
Conditions for causality
136
Definitions and concepts
139
Validity in experimentation
140
Extraneous variables
141
Controlling extraneous variables
143
A classification of experimental designs
144
Laboratory versus field experiments
145
Experimental versus non-experimental
designs
146
Contents
vii
Limitations of experimentation
147
International marketing research
147
Ethics in marketing research
148
Digital developments in marketing research
148
Summary
150
SNAP Learning Edition
152
Questions
155
Exercises
156
Notes
157
6
Social media research methods
Objectives
Overview
What is social media research?
The emergence of social media research
Active and passive social media research
Social media research methods
International marketing research
Ethics in marketing research
Digital developments in marketing
research
Summary
Questions
Exercises
7
Questionnaire design, measurement
and scaling
Objectives
Overview
Questionnaire definition
Questionnaire design process
Specify the information needed
Specify the type of interviewing method
Determine the content of individual
questions
Overcoming the participant s inability and
unwillingness to answer
Choose question structure
Choose question wording
Arrange the questions in proper order
Identify the form and layout
Reproduce the questionnaire
Eliminate problems by pilot-testing
Summarising the questionnaire design
process
Measurement and scaling
Primary scales of measurement
A comparison of scaling techniques
Comparative scaling techniques
Non-comparative scaling techniques
Itemised rating scales
Itemised rating scale decisions
Multi-item scales
160
161
161
162
163
165
167
174
175
176
178
179
180
181
182
183
183
184
185
186
186
187
188
190
193
197
199
199
200
201
204
205
208
209
212
213
216
219
viii
Essentials of Marketing Research
International marketing research
220
International marketing research
292
Ethics in marketing research
220
Ethics in marketing research
292
Digital developments in marketing research
221
Digital developments in marketing research
293
Summary
222
Summary
294
SNAP Learning Edition
223
SNAP Learning Edition
295
Questions
226
Questions
299
Exercises
227
Exercises
300
Notes
227
Notes
300
8
Sampling: design and procedures
233 10
Qualitative data analysis
304
Objectives
234
Objectives
305
Overview
234
Overview
305
Sample or census
235
The qualitative researcher
306
The sampling design process
236
The process of qualitative data analysis
309
A classification of sampling
International marketing research
320
techniques
241
Ethics in marketing research
321
Non-probability sampling techniques
242
Digital developments in marketing research
322
Probability sampling techniques
246
Summary
325
Choosing non-probability versus
Questions
326
probability sampling
253
Exercises
326
Uses of non-probability and probability
Notes
327
sampling
254
Summary of sampling techniques
International marketing research
254
256
11
Basic quantitative data analysis
329
Ethics in marketing research
256
Objectives
330
Digital developments in marketing research
257
Overview
330
Summary
258
Frequency distribution
332
SNAP Learning Edition
259
Statistics associated with frequency
Questions
262
distribution
334
Exercises
262
Cross-tabulations
337
Notes
263
The aDDlication of hypothesis tests
9
Fieldwork and data integrity
266
Objectives
267
Overview
267
The nature of survey fieldwork
269
Survey fieldwork and the data collection
process
269
Selecting survey fieldworkers
270
Training survey fieldworkers
270
Recording the answers
272
Supervising survey fieldworkers
274
Validating survey fieldwork
275
Evaluating survey fieldworkers
275
Errors related to fieldwork
276
Non-response issues
277
The data integrity process
281
Checking the questionnaire
282
Editing
282
Coding
283
Transcribing
287
Cleaning the data
288
Statistically adjusting the data
289
Selecting a data analysis strategy
291
The general approach to hypothesis testing
Types of hypothesis tests
Parametric tests
Non-parametric tests
Statistics associated with cross-tabulation
Summary
SNAP Learning Edition
Questions
Exercises
Notes
342
346
347
352
352
354
354
358
358
360
12
Advanced quantitative data analysis
362
Objectives
Overview
Factor analysis
Basic concept
Factor analysis model
Statistics associated with factor analysis
Conducting factor analysis
Cluster analysis
Basic concept
Statistics associated with cluster analysis
Conducting cluster analysis
363
363
363
364
365
366
367
376
377
378
379
Contents
Summary
SNAP Learning Edition
Questions
Exercises
Notes
390
391
394
394
397
14
International marketing research
427
13
Report preparation and presentation
399
Objectives
400
Overview
400
Importance of the report and presentation
401
Preparation and presentation process
402
Report preparation
403
Oral presentation
412
Research follow-up
414
international marketing research
415
Ethics in marketing research
416
Digital developments in marketing research
416
Summary
419
SNAP Learning Edition
420
Questions
424
Exercises
424
Notes
425
Objectives
428
Overview
428
What is international marketing research?
429
A framework for international marketing research
430
Secondary data
435
Qualitative methods
436
Survey methods
438
Measurement and scaling
442
Questionnaire translation
443
Ethics in marketing research
444
Digital developments in marketing research
445
Summary
445
Questions
446
Exercises
446
Notes
447
Appendix: Statistical tables
Glossary
Index
449
460
472
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| id | DE-604.BV040972805 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:36:32Z |
| institution | BVB |
| isbn | 9780273724339 9780273781097 |
| language | English |
| lccn | 2013009946 |
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| spelling | Malhotra, Naresh K. Verfasser (DE-588)139970096 aut Essentials of marketing research Naresh K. Malhotra ; David F. Birks ; Peter A. Wills 1. publ. Harlow, England [u.a.] Pearson 2013 XIV, 479 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Always learning Includes bibliographical references and index Marketing research Marketingforschung (DE-588)4200055-5 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketingforschung (DE-588)4200055-5 s DE-604 Birks, David F. Sonstige oth Wills, Peter Sonstige oth Erscheint auch als Online-Ausgabe, PDF 978-0-273-72437-7 Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025950962&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Malhotra, Naresh K. Essentials of marketing research Marketing research Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4123623-3 |
| title | Essentials of marketing research |
| title_auth | Essentials of marketing research |
| title_exact_search | Essentials of marketing research |
| title_full | Essentials of marketing research Naresh K. Malhotra ; David F. Birks ; Peter A. Wills |
| title_fullStr | Essentials of marketing research Naresh K. Malhotra ; David F. Birks ; Peter A. Wills |
| title_full_unstemmed | Essentials of marketing research Naresh K. Malhotra ; David F. Birks ; Peter A. Wills |
| title_short | Essentials of marketing research |
| title_sort | essentials of marketing research |
| topic | Marketing research Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Marketing research Marketingforschung Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025950962&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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