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Marketing Research: An Applied Orientation (6th Edition) Paperback – Jul 7 2009

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Marketing Research: An Applied Orientation (6th Edition) + A Preface to Marketing Management
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From the Back Cover

Marketing Research: An Applied Orientationtakes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions.

Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: Secondary Data; Exploratory Research Design: Qualitative Research; Descriptive Research design: Survey and Observation; Causal Research Design: Experimentation; Measurement and Scaling: Fundamentals and Comparative Scaling; Measurement and Scaling: Noncomparative Scaling Techniques; Questionnaire and Form Design; Sampling: Design and Procedures; Sampling: Final and Initial Sample Size Determination; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminant and Logit Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing Research

The comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.

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3 of 3 people found the following review helpful
A decent overview of the field and its methods and issues Jan. 5 2011
By Zain Khandwala - Published on
Format: Paperback
I bought this book to read for personal/professional interest (I work in the field of marketing analytics), under the advice that this is the preeminent text in the field today.

The first half of the text is very good, as it adequately surveys (no pun intended) the marketing research field and presents methods for research (and research instrument) design.

The second half pertains to technical/quantitative issues, and, while serving as a good primer, is a little too superficial to be of much use in application. For instance, in discussing sampling techniques the author makes a point of saying that simple random sampling (SRS) is seldom used in marketing research due to certain inherent weaknesses, and then proceeds to discuss a few alternative techniques. This is all well and good, but when it comes to presenting the quantitative determination of sample size, the author elaborates on how to determine sample sizes for performing SRS, and then advises the reader to look elsewhere for determining sample sizes for the techniques he had previously cited as being more common/relevant. This type of treatment presented itself frequently in the latter half of the book, and became frustrating.

All things considered, this is probably a very good book for MBA students, but there might be more rigorous treatments available for those who intend to work in the field.
1 of 1 people found the following review helpful
Lazy Textbook Feb. 1 2014
By Jen Lamoureux - Published on
Format: Paperback Verified Purchase
When a textbook is as expensive as this one, I generally have high expectations. I just have to ask, how can the publishers justify a textbook retailing for THIS MUCH and still be too lazy to include a glossary in the back of the book?

Also, the material is far too repetitive. I expect some repetition in textbooks to reinforce base concepts, but I think there's probably thirty percent that could be cut out of this text without any detrimental effect.
The quality of the book was good Jan. 5 2013
By Marcia Bent - Published on
Format: Kindle Edition Verified Purchase
It's text that I needed for a course and the quality of the book was exactly what I needed.

Thank you
Great book Aug. 24 2013
By Amazon Customer - Published on
Format: Paperback Verified Purchase
Gives you a good foundation in the beginning and builds on that foundation all the way through. What I liked best was the case studies and examples that were given constantly ... awesome!
good book for MNC managers Dec 18 2013
By Tina - Published on
Format: Paperback Verified Purchase
easy to understand the distinct characters of east and west, good book for MBA students and MNC expats. Introduces from macro to micro of MNC companies.