Offering a clear explanation and discussion of concepts and valued for its comprehensive nature, the European version of this text is much valued for its wealth of European and International case material, which is why we see strong sales of this title in both the UK as well as Europe.
Dr Naresh K Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award.
Dr Dan Nunan is Lecturer in Marketing at Birkbeck, University of London, having
previously been a member of faculty at Henley Business School, University of Reading.
Prior to his academic career Dan held senior marketing roles in the financial services and
technology sectors.
Dr David Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.
1. Introduction to marketing research
2. Defining the marketing research problem and developing a research approach
3. Research design
4. Secondary data collection and analysis
5. Internal secondary data and analytics
6. Qualitative research: its nature and approaches
7. Qualitative research: focus group discussions
8. Qualitative research: in-depth interviewing and projective techniques
9. Qualitative research: data analysis
10. Survey and quantitative observation techniques
11. Causal research design: experimentation
12. Measurement and scaling: fundamentals, comparative and non-comparative scaling
13. Questionnaire design
14. Sampling: design and procedures
15. Sampling: final and initial sample size determination
16. Survey fieldwork
17. Social Media research
18. Mobile research
19. Data integrity
20. Frequency distribution, cross-tabulation and hypothesis testing
21. Analysis of variance and covariance
22. Correlation and regression
23. Discriminant and logit analysis
24. Factor analysis
25. Cluster analysis
26. Multidimensional scaling and conjoint analysis
27. Structural equation modelling and path analysis
28. Communicating Research Findings
29. Business-to-business (b2b) marketing research
20. Research ethics
Glossary
Index