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A text for undergraduates and graduate students, reflecting current trends in international marketing, ethics, and the integration of microcomputers and mainframes into the field. Organization of material is based on a six-step framework for conducting marketing research, with sections on research design; field work; data preparation and analysis; and preparing reports. Features chapter summaries, problems and computer exercises, and mnemonic acronyms. This second edition includes new computer applications and updated examples and cases. Annotation copyright by Book News, Inc., Portland, OR

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• I Introduction And Early Phases Of Marketing Research
• Introduction to Marketing Research
• Defining the Marketing Research Problem
• Developing an Approach to the Problem
• Case Studies
• II Research Design Formulation
• Research Design
• Exploratory Research Design : Secondary Data
• Exploratory Research Design : Qualitative Research
• Descriptive Research Design : Survey and Observation
• Causal Research Design : Experimentation
• Specifying the Information Needed
• Measurement and Scaling : Fundamentals and Comparative Scaling
• Measurement and Scaling : Noncomparative Scaling Techniques
• Questionnaire and Form Design
• Sampling: Design and Procedures
• Sampling: Statistical Considerations
• Case Studies
• III Data Collection
• Field Work
• Case Studies
• IV Data Preparation And Analysis
• Data Preparation
• Frequency Distribution, Cross Tabulation and Hypothesis Testing
• Analysis of Variance and Covariance
• Correlation and Regression
• Discriminant Analysis
• Factor Analysis
• Cluster Analysis
• Multidimensional Scaling and Conjoint Analysis
• Case Studies
• V Communicating The Research Project
• Report preparation and presentation
• Case Studies
• VI International Dimension
• International Marketing Research
• Case Studies