"PART 1 Introduction and Early Phases of Marketing Research 1
Chapter 1 Introduction to Marketing Research 2
Chapter 2 Defining the Marketing Research Problem and Developing
an Approach 31
PART 2 Research Design Formulation 63
Chapter 3 Research Design 64
Chapter 4 Exploratory Research Design: Secondary and Syndicated Data 92
Chapter 5 Exploratory Research Design: Qualitative Research 124
Chapter 6 Descriptive Research Design: Survey and Observation 180
Chapter 7 Causal Research Design: Experimentation 224
Chapter 8 Measurement and Scaling: Fundamentals and Comparative
Scaling 256
Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques 278
Chapter 10 Questionnaire and Form Design 306
Chapter 11 Sampling: Design and Procedures 343
Chapter 12 Sampling: Final and Initial Sample Size Determination
PART 3 Data Collection, Preparation, Analysis, and Reporting
Chapter 13 Fieldwork
Chapter 14 Data Preparation
Chapter 15 Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
Chapter 16 Analysis of Variance and Covariance
Chapter 17 Correlation and Regression
Chapter 18 Discriminant and Logit Analysis
Chapter 19 Factor Analysis
Chapter 20 Cluster Analysis
Chapter 21 Multidimensional Scaling and Conjoint Analysis
Chapter 22 Structural Equation Modeling and Path Analysis
Chapter 23 Report Preparation and Presentation
CASES
Running Case with Real Data
Case 1.1 HP: Using Marketing Research to Gain a Competitive Edge
Comprehensive Critical Thinking Cases
Case 2.1 Baskin-Robbins: Can It Bask in the Good ‘Ole Days?
Case 2.2 Kid Stuff? Determining the Best Positioning Strategy for Akron
Children's Hospital
Data Analysis Cases with Real Data
Case 3.1 AT&T Wireless: Ma Bell Becomes Ma Again
Case 3.2 IBM: A Top Provider of Computer Hardware, Software,
and Services
Case 3.3 Kimberly-Clark: Competing Through Innovation
Case 3.4 Teenage Shopping Behavior for Clothing Products:
A Comparison of Attitude Toward Local versus Foreign Brand
Case 3.5 Antecedents of Trust in Online Shopping: A Study in the
Indian Context
Case 3.6 Conjoint-Based Preferential Segmentation in the Design of New
Insurance Product: Results from Conjoint, Cluster, ANOVA,
and Cross-Tabulation Analysis
Case 3.7 Cooperation–Relationship Commitment Link in International
Commercial Banking Relationships: The Mediating Role of Trust and
Moderating Role of Power Distance
Case 3.8 Antecedents and Consequences of Trust in B2C Online
Shopping in the Indian Context: Results from Structural
Equation Modeling Analysis Using AMOS
Case 3.9 AEffective Website Design and Purchase Intention: Results from Structural
Equation Modeling Analysis using SmartPLS
Comprehensive Cases with Real Data
Case 4.1 JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions
Case 4.2 Wendy's: History and Life After Dave Thomas
Case 4.3 Brand Q Looks at the Future
Comprehensive Harvard Business School Cases
Case 5.1 The Harvard Graduate Student Housing Survey
Case 5.2 BizRate.Com
Case 5.3 Cola Wars Continue: Coke and Pepsi in the Twenty-First Century
Case 5.4 TiVo in 2002
Case 5.5 Compaq Computer: Intel Inside?
Case 5.6 The New Beetle
"
"1) Chapter 5 features a new case study exploring the reasons behind a brand losing its essence among
consumers post-migration.
2)Chapter 20 includes a new research titled Segmentation of Online Usages Behaviour. It takes the example
of an Indian company and shows how segmentation analysis has helped them understand their audience
better and cater to specific needs by coming up with customized offerings and services
3)Chapter 21 carries a new research under the heading ‘Understanding What Activities Are Preferred Online
Across Age Groups'. The findings shed light on why marketers must focus on a specific set of activities for
different age label while promoting their campaigns in order to make the most profit for their organization
4)A new comprehensive case study with real data containing real questionnaires and data sets. The new
case study is Case 4.3: Brand Q Looks at the Future.
"