The content of this 3rd edition marketing research textbook is practical and up to date and is based on an applied and managerially focused approach. Australian an New Zealand research and examples have been thoroughly intergrated into every chapter.
Contents: 1. Management decision problems ands the research decision process -- 2. Defining the marketing research problem -- 3. Specifying the marketing research objectives -- 4. Formulating the marketing research design -- 5. Secondary data -- 6. Qualitative research, its nature and approaches -- 7. Qualitative approaches in developing consumer insights -- 8. Descriptive research design: survey, observation and causal research -- 9. Questionnaire design, measurement and scaling -- 10. Sampling design and procedure -- 11. Internet marketing research -- 12. Field work -- 13. Data preparation -- 14. Describing consumers -- 15. Identifying differences between consumers -- 16. Predicting consumer behavior -- 17. Identifying and mapping consumer preferences -- 18. Identifying relationships -- 19. Segmenting consumers -- 20. Identifying key dimensions in consumer attitudes -- 21. Report preparation and presentation.
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