Marketing Research - An Applied Approach, Cd-Rom Included - Birks David-F

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Résumé :
Malhotra's Marketing Research text is widely recognised as a comprehensive, applied and authoritative book on the nature and scope of marketing research. This European edition draws on the strengths of the original and builds on the material to reflect European marketing research practice. In doing so it achieves a comprehensive introduction to marketing research with a well-balanced coverage of both quantitative and qualitative techniques. Several significant changes have been made to make it more relevant to a European audience, which include: the addition of new practitioners' perspectives, examples, figures and text to clarify European practice, update technology and present new ideas . greater coverage of the impact of geodemographics and databases on the marketing research industry . a new chapter on qualitative research covering focus groups, in-depth interviews, projective techniques and the analysis of qualitative data in more depth. This reflects the widespread and varied use of qualitative research throughout Europe . addition of a pan-European case throughout the book. Global Cash helps to clarify how marketing research works in practice and draws upon a project conducted across 20 European countries with the support of 19 leading European business schools. Marketing Research data analysis procedures are illustrated with respect to SPSS, SAS, BMDP, Minitab and Excel, along with other popular programmes. The book is supported with a wide range of supplementary material for both students and lecturers. The CD-ROM provides access to software from SNAP and MOSAIC, packages designed to aid survey design, data analysis and display and manipulate statistics.

Biographie:
Dr Naresh K. Malhotra is Regents' Professor, DuPree College of Management, Georgia Institute of Technology. In addition to teaching marketing research he has consulted for business, non-profit, and government organisations in the United States and abroad. Dr David F. Birks is a Lecturer in the School of Management at the University of Bath. He teaches marketing research and management research on undergraduate, taught postgraduate and research degree programmes. David has designed and managed many marketing research projects for financial institutions, retailers, industrial organisations, local authorities and charities.

Sommaire:
["INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH","Introduction to marketing research","Defining the marketing research problem and developing a research approach","RESEARCH DESIGN FORMULATION","Research design","Secondary data collection and analysis","The use of databases and geodemographic information systems in secondary data collection and analyses","Qualitative research: focus group interviews","Qualitative data collection and analysis","Survey and quantitative observation methods","Causal research design: experimentation","Measurement and scaling: fundamentals and comparative scaling","Measurement and scaling: non-comparative scaling techniques","Questionnaires design","Sampling: design and procedures","Sampling: final and initial sample size determination","DATA COLLECTION, PREPARATION AND ANALYSIS","Fieldwork","Data preparation","Frequency distribution, cross-tabulations and hypothesis testing","Analysis of variance and covariance","Correlation and regression","Discriminant analysis","Factor analysis","Cluster analysis","Multidimensional scaling and conjoint analysis","COMMUNICATION AND INTERNATIONAL DIMENSIONS OF MARKETING RESEARCH","Report preparation and presentation","International marketing research"]