This 3rd edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth.
Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.
Preface and guided tour
Publisher's acknowledgements
About the authors
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 the use of databases
6. Qualitative research: its nature and approaches
7. Qualitative research: focus group discussions
8. Qualitative research: depth interviewing and projective techniques
9. Qualittiave 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. Data preparation
18. Frequency distribution, cross-tabulation and hypothesis testing
19. Analysis of variance and covariance
20. Correlation and regression
21. Discriminant analysis
22. Factor analysis
23. Cluster analysis
24. Multidimensional scaling and conjoint analysis
25. Report preparation and presentation
26. International marketing research
27. Business-to-business (b2) marketing research
Appendix: Statistical tables
Glossary
Index