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Essentials of marketing research / / Naresh K. Malhotra, David F. Birks, Peter Wills
| Essentials of marketing research / / Naresh K. Malhotra, David F. Birks, Peter Wills |
| Autore | Malhotra Naresh K. |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson Education Limited, , [2013] |
| Descrizione fisica | 1 online resource (496 pages) |
| Disciplina | 658.83 |
| Collana | Always learning |
| Soggetto topico | Marketing research |
| ISBN |
1-78764-420-0
0-273-72437-1 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- 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 -- Objective/theoretical framework -- Analytical model -- Research questions -- Hypothesis -- Developing a research design -- Research design from the decision makers' perspective -- Research design from the participants' perspective -- Research design classification -- Descriptive research -- Causal research -- Relationships between exploratory, descriptive and causal research -- Potential sources of error in research designs -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- Questions -- Exercises -- Notes -- 3 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 -- 4 Qualitative research methods -- Objectives -- Overview -- Primary data: qualitative versus quantitative research -- Rationale for using qualitative research -- Focus group discussions -- Planning and conducting focus groups -- Online focus groups: e-groups -- In-depth interviews -- Projective techniques -- Ethnographic approaches -- Comparison between qualitative techniques -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- Questions -- Exercises -- Notes -- 5 Descriptive research design: survey, observation and causal research -- Objectives -- Overview -- SURVEY METHODS -- Online surveys -- Telephone surveys -- Face-to-face surveys -- Postal surveys -- A comparative evaluation of survey methods -- Task factors -- Situational factors -- Participant factors -- Other survey methods -- Mixed-mode surveys -- OBSERVATION TECHNIQUES -- Observation techniques classified by mode of administration -- A comparative evaluation of the observation techniques -- Advantages and disadvantages of observation techniques -- CAUSALITY -- Conditions for causality -- Definitions and concepts -- Validity in experimentation -- Extraneous variables -- Controlling extraneous variables -- A classification of experimental designs -- Laboratory versus field experiments. Experimental versus non-experimental designs -- Limitations of experimentation -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 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 -- Notes -- 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 -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 8 Sampling: design and procedures -- Objectives -- Overview -- Sample or census -- The sampling design process -- A classification of sampling techniques -- Non-probability sampling techniques. Probability sampling techniques -- Choosing non-probability versus probability sampling -- Uses of non-probability and probability sampling -- Summary of sampling techniques -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 9 Fieldwork and data integrity -- Objectives -- Overview -- The nature of survey fieldwork -- Survey fieldwork and the data collection process -- Selecting survey fieldworkers -- Training survey fieldworkers -- Recording the answers -- Supervising survey fieldworkers -- Validating survey fieldwork -- Evaluating survey fieldworkers -- Errors related to fieldwork -- Non-response issues -- The data integrity process -- Checking the questionnaire -- Editing -- Coding -- Transcribing -- Cleaning the data -- Statistically adjusting the data -- Selecting a data analysis strategy -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 10 Qualitative data analysis -- Objectives -- Overview -- The qualitative researcher -- The process of qualitative data analysis -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- Questions -- Exercises -- Notes -- 11 Basic quantitative data analysis -- Objectives -- Overview -- Frequency distribution -- Statistics associated with frequency distribution -- Cross-tabulations -- The application of hypothesis tests -- 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. 12 Advanced quantitative data analysis -- 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 -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 13 Report preparation and presentation -- Objectives -- Overview -- Importance of the report and presentation -- Preparation and presentation process -- Report preparation -- Oral presentation -- Research follow-up -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 14 International marketing research -- Objectives -- Overview -- What is international marketing research? -- A framework for international marketing research -- Secondary data -- Qualitative methods -- Survey methods -- Measurement and scaling -- Questionnaire translation -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- Questions -- Exercises -- Notes -- Appendix: Statistical tables -- Glossary. |
| Record Nr. | UNINA-9910150208103321 |
Malhotra Naresh K.
|
||
| Harlow, England : , : Pearson Education Limited, , [2013] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marketing research : an applied approach / / Naresh K. Malhotra, David F. Birks, Peter Wills
| Marketing research : an applied approach / / Naresh K. Malhotra, David F. Birks, Peter Wills |
| Autore | Malhotra Naresh K. |
| Edizione | [Fourth edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson, , 2012 |
| Descrizione fisica | 1 online resource (1,037 pages) : color illustrations, photographs |
| Disciplina | 658.83 |
| Collana | Always Learning |
| Soggetto topico |
Marketing research
Marketing |
| ISBN | 0-273-72586-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Marketing Research -- Brief contents -- Contents -- Preface -- Guided tour -- Publisher's acknowledgements -- About the authors -- Introduction to marketing research -- Objectives -- Overview -- What does marketing research encompass? -- Definition of marketing research -- The marketing research process -- A classification of marketing research -- The global marketing research industry -- Justifying the investment in marketing research -- The future - Research.and the nature of skills demanded of researchers -- Supporting decision-makers in sports marketing -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Defining the marketing research problem and developing a research approach -- Objectives -- Overview -- Importance of defining the problem -- The marketing research brief -- Components of the marketing research brief -- The marketing research proposal -- 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 -- Components of the research approach -- Objective/theoretical framework -- Analytical model -- Research questions -- Hypothesis -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Research design -- Objectives -- Overview -- Research design definition -- perspective -- Research design from the participants' perspective -- Research design classification -- Descriptive research -- Causal research.
Relationships between exploratory, descriptive and causal research -- Potential sources of error in research designs -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Secondary data collection and analysis -- Objectives -- Overview -- Defining primary data, secondary data and marketing intelligence -- Advantages and uses of secondary data -- Disadvantages of secondary data -- Criteria for evaluating secondary data -- Classification of secondary data -- Published external secondary sources -- 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 applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Internal secondary data and the use of databases -- Objectives -- Overview -- Internal secondary data -- Geodemographic data analyses -- Customer relationship management -- Web analytics -- Linking different types of data -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Qualitative research: its nature and approaches -- Objectives -- Overview -- Primary data: qualitative versus quantitative research -- Rationale for using qualitative research -- Philosophy and qualitative research -- Ethnographic research -- Grounded theory -- Action research -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Qualitative research: focus group discussions -- Objectives -- Overview -- Classifying qualitative research techniques. Focus group discussion -- Planning and conducting focus groups -- The moderator -- Other variations of focus groups -- Other types of qualitative group discussions -- Misconceptions about focus groups -- Online focus groups - e-groups -- Advantages of e-groups -- Disadvantages of e-groups -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Qualitative research: in-depth interviewing and projective techniques -- Objectives -- Overview -- In-depth interviews -- Projective techniques -- Comparison between qualitative techniques -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Qualitative research: data analysis -- Objectives -- Overview -- The qualitative researcher -- The process of qualitative data analysis -- Grounded theory -- Content analysis -- Semiotics -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Survey and quantitative observation techniques -- Objectives -- Overview -- Survey methods -- Online surveys -- Telephone surveys -- Face-to-face surveys -- Postal surveys -- A comparative evaluation of survey methods -- Other survey methods -- Mixed-mode surveys -- Observation techniques -- Observation techniques classified by mode of administration -- A comparative evaluation of the observation techniques -- Advantages and disadvantages of observation techniques -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Causal research design: experimentation -- Objectives -- Overview -- Concept of causality. Conditions for causality -- Definitions and concepts -- Definition of symbols -- Validity in experimentation -- Extraneous variables -- Controlling extraneous variables -- A classification of experimental designs -- Pre-experimental designs -- True experimental designs -- Quasi-experimental designs -- Statistical designs -- Laboratory versus field experiments -- Experimental versus non-experimental designs -- Application: test marketing -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Measurement and scaling: fundamentals, comparative and non-comparative scaling -- Objectives -- Overview -- Measurement and scaling -- Scale characteristics and levels of measurement -- Primary scales of measurement -- A comparison of scaling techniques -- Comparative scaling techniques -- Itemised rating scale decisions -- Multi-item scales -- Scale evaluation -- Choosing a scaling technique -- Mathematically derived scales -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Questionnaire design -- 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 -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary. Questions -- Exercises -- Notes -- Sampling: design and procedures -- Objectives -- Overview -- Non-comparative scaling techniques -- Itemised rating scales -- Sample or census -- The sampling design process -- A classification of sampling techniques -- Non-probability sampling techniques -- Probability sampling techniques -- Choosing non-probability versus probability sampling -- Summary of sampling techniques -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Sampling: final and initial sample size determination -- Objectives -- Overview -- Definitions and symbols -- The sampling distribution -- Statistical approaches to determining sample size -- The confidence interval approach -- Multiple characteristics and parameters -- Other probability sampling techniques -- Adjusting the statistically determined sample size -- Calculation of response rates -- Non-response issues in sampling -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Appendix: The normal distribution -- Notes -- Survey fieldwork -- Objectives -- Overview -- The nature of survey fieldwork -- Survey fieldwork and the data collection process -- Selecting survey fieldworkers -- Training survey fieldworkers -- Recording the answers -- Supervising survey fieldworkers -- Validating survey fieldwork -- Evaluating survey fieldworkers -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Data integrity -- Objectives -- Overview -- The data integrity process -- Checking the questionnaire -- Editing -- Coding -- Transcribing -- Cleaning the data. Statistically adjusting the data. |
| Record Nr. | UNINA-9910150200703321 |
|
Malhotra Naresh K.
|
||
| Harlow, England : , : Pearson, , 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||