Table of Content

"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 "

Salient Features

"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. "