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Relevant and recent examples and citations.
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* Takes readers step by step through the entire marketing research process, describing the most advanced and current methodologies.

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• Part I The Nature and Scope of Marketing Research
• Chapter 1 A Decision-Making Perspective on Marketing Research(p. 1)
• Learning Objectives(p. 1)
• Introduction(p. 1)
• Role of Marketing Research in Managerial Decision Making(p. 3)
• Factors that Influence Marketing Research Decisions(p. 11)
• Ethics in Marketing Research(p. 13)
• The Respondent's Ethics and Rights(p. 17)
• International Marketing Research(p. 17)
• Summary(p. 19)
• Questions and Problems(p. 19)
• End Notes(p. 19)
• Case 1-1 Ethical Dilemmas in Marketing Research(p. 20)
• Chapter 2 Marketing Research in Practice(p. 22)
• Learning Objectives(p. 22)
• Information Systems, Decision Support Systems, and Marketing Research(p. 23)
• Marketing Decision Support Systems(p. 26)
• Suppliers of Information(p. 30)
• Criteria for Selecting External Suppliers(p. 35)
• The International Marketing Research Industry(p. 36)
• Career Opportunities in Marketing Research(p. 36)
• Summary(p. 37)
• Questions and Problems(p. 38)
• End Notes(p. 38)
• Appendix Marketing Research Jobs(p. 39)
• Chapter 3 The Marketing Research Process(p. 40)
• Learning Objectives(p. 40)
• Overview of the Marketing Research Process(p. 40)
• The Preliminary Stages of the Marketing Research Process(p. 42)
• Planning a New HMO(p. 52)
• The International Marketing Research Process(p. 55)
• Summary(p. 59)
• Questions and Problems(p. 59)
• End Notes(p. 60)
• Appendix The Value of Research Information Using Bayesian Decision Theory(p. 61)
• Case 3-1 A VideOcart Test for Bestway Stores(p. 63)
• Case 3-2 Sperry/MacLennan Architects and Planners(p. 64)
• Case 3-3 Phillips Electronics NV(p. 67)
• Case 3-4 Philip Morris Enters Turkey(p. 68)
• Chapter 4 Research Design and Implementation(p. 70)
• Learning Objectives(p. 70)
• Research Approach(p. 70)
• Research Tactics and Implementation(p. 79)
• Budgeting and Scheduling the Research Project(p. 80)
• Research Proposal(p. 82)
• Designing International Marketing Research(p. 85)
• Issues in International Research Design(p. 87)
• Summary(p. 89)
• Questions and Problems(p. 89)
• End Notes(p. 90)
• Appendix Errors in Research Design(p. 90)
• Case 4-1 Reynolds Tobacco's Slide-Box Cigarettes(p. 91)
• Case 4-2 California Foods Corporation(p. 95)
• Cases for Part I(p. 99)
• Case I-1 Clover Valley Dairy Company(p. 99)
• Part II Data Collection
• Section A Secondary and Exploratory Research
• Chapter 5 Secondary Sources of Marketing Data(p. 102)
• Learning Objectives(p. 102)
• Secondary Data(p. 102)
• Uses of Secondary Data(p. 103)
• Benefits of Secondary Data(p. 104)
• Limitations of Secondary Data(p. 104)
• Internal Sources of Secondary Data(p. 105)
• External Sources of Secondary Data(p. 107)
• Census Data(p. 114)
• Standard Industrial Classification System(p. 116)
• Appraising Secondary Sources(p. 117)
• Applications of Secondary Data(p. 118)
• Sources of Secondary Data for International Marketing Research(p. 122)
• Problems Associated with Secondary Data in International Research(p. 122)
• Applications of Secondary Data in International Research(p. 123)
• Summary(p. 124)
• Questions and Problems(p. 124)
• End Notes(p. 124)
• Case 5-1 Barkley Foods(p. 126)
• Case 5-2 Dell in Latin America?(p. 127)
• Chapter 6 Standardized Sources of Marketing Data(p. 128)
• Learning Objectives(p. 128)
• Retail Store Audits(p. 129)
• Consumer Purchase Panels(p. 130)
• Scanner Services and Single-Source Systems(p. 133)
• Media-Related Standardized Sources(p. 141)
• Applications of Standardized Sources of Data(p. 143)
• Summary(p. 145)
• Questions and Problems(p. 145)
• End Notes(p. 146)
• Case 6-1 Promotion of Rocket Soups(p. 147)
• Case 6-2 Kerry Gold Products, Ltd.(p. 151)
• Case 6-3 Paradise Foods(p. 151)
• Chapter 7 Marketing Research on the Internet(p. 156)
• Learning Objectives(p. 156)
• What Is the Internet?(p. 157)
• Characteristics of the Internet(p. 159)
• WWW Information for Marketing Decisions(p. 160)
• The Internet and Marketing Research Today(p. 163)
• The Internet and Marketing Research Developments(p. 176)
• Summary(p. 177)
• Questions and Problems(p. 177)
• End Notes(p. 178)
• Appendix The Components of the Internet(p. 178)
• Case 7-1 Caring Children's Hospital(p. 182)
• Chapter 8 Information Collection: Qualitative and Observational Methods(p. 184)
• Learning Objectives(p. 184)
• Need for Qualitative Research(p. 184)
• Qualitative Research Methods(p. 185)
• Observational Methods(p. 203)
• Recent Applications of Qualitative and Observational Methods(p. 207)
• Summary(p. 208)
• Questions and Problems(p. 209)
• End Notes(p. 210)
• Appendix Myths of Qualitative Research: It's Conventional, But Is it Wisdom?(p. 211)
• Case 8-1 Mountain Bell Telephone Company(p. 213)
• Case 8-2 U.S. Department of Energy (A)(p. 215)
• Case 8-3 Acura(p. 216)
• Section B Descriptive Research
• Chapter 9 Information from Respondents: Issues in Data Collection(p. 217)
• Learning Objectives(p. 217)
• Information from Surveys(p. 217)
• Sources of Survey Error(p. 218)
• Methods of Data Collection(p. 223)
• Factors Affecting the Choice of a Survey Method(p. 225)
• Ethical Issues in Data Collection(p. 228)
• Summary(p. 229)
• Questions and Problems(p. 229)
• End Notes(p. 230)
• Case 9-1 Essex Markets (A)(p. 231)
• Case 9-2 More Ethical Dilemmas in Marketing Research(p. 232)
• Chapter 10 Information from Respondents: Survey Methods(p. 233)
• Learning Objectives(p. 233)
• Collecting Data(p. 233)
• Surveys in the International Context(p. 258)
• Summary(p. 260)
• Questions and Problems(p. 261)
• End Notes(p. 262)
• Case 10-1 Project DATA: An Urban Transportation Study(p. 263)
• Case 10-2 Roland Development Corp.(p. 269)
• Chapter 11 Attitude Measurement(p. 272)
• Learning Objectives(p. 272)
• What Are Attitudes?(p. 273)
• The Concept of Measurement and Scaling(p. 274)
• Types of Attitude Rating Scales(p. 277)
• General Guidelines for Developing a Multi-Item Scale(p. 289)
• Interpreting Attitude Scales(p. 290)
• Choosing an Attitudinal Scale(p. 292)
• Accuracy of Attitude Measurements(p. 293)
• Scales in Cross-National Research(p. 296)
• Summary(p. 296)
• Questions and Problems(p. 297)
• End Notes(p. 298)
• Case 11-1 Wine Horizons(p. 299)
• Case 11-2 National Kitchens(p. 301)
• Chapter 12 Designing the Questionnaire(p. 303)
• Learning Objectives(p. 303)
• Planning What to Measure(p. 303)
• Formatting the Question(p. 305)
• Question Wording: A Problem of Communication(p. 311)
• Sequence and Layout Decisions(p. 316)
• Questionnaire Design for International Research(p. 321)
• Summary(p. 324)
• Questions and Problems(p. 324)
• End Notes(p. 327)
• Case 12-1 Essex Markets (B)(p. 328)
• Case 12-2 Smith's Clothing (A)(p. 328)
• Case 12-3 Compact Lemon(p. 329)
• Section C Causal Research
• Chapter 13 Experimentation(p. 331)
• Learning Objectives(p. 331)
• Descriptive versus Experimental Research(p. 332)
• What Constitutes Causality?(p. 334)
• Issues in Experimental Research(p. 335)
• Types of Experimental Designs(p. 337)
• Laboratory and Field Experiments(p. 352)
• Threats to Experimental Validity(p. 352)
• Guidelines for Conducting Experimental Research(p. 354)
• Limitations of Experiments(p. 356)
• Summary(p. 358)
• Questions and Problems(p. 359)
• End Notes(p. 360)
• Case 13-1 Evaluating Experimental Designs(p. 361)
• Case 13-2 Barrie Food Corporation(p. 362)
• Section D Sampling
• Chapter 14 Sampling Fundamentals(p. 363)
• Learning Objectives(p. 363)
• Sample or Census(p. 363)
• Sampling Process(p. 365)
• Probability Sampling(p. 371)
• Nonprobability Sampling(p. 378)
• Shopping Center Sampling(p. 383)
• Sampling in the International Context(p. 385)
• Summary(p. 387)
• Questions and Problems(p. 387)
• End Notes(p. 389)
• Case 14-1 Exercises in Sample Design(p. 390)
• Case 14-2 Talbot Razor Products Company(p. 390)
• Chapter 15 Sample Size and Statistical Theory(p. 392)
• Learning Objectives(p. 392)
• Determining the Sample Size: Ad Hoc Methods(p. 392)
• Population Characteristics/Parameters(p. 394)
• Sample Characteristics/Statistics(p. 395)
• Sample Reliability(p. 396)
• Interval Estimation(p. 398)
• Sample Size Question(p. 399)
• Proportions(p. 401)
• Coefficient of Variation(p. 402)
• Stratified Sampling(p. 403)
• Multistage Design(p. 405)
• Sequential Sampling(p. 406)
• Summary(p. 406)
• Questions and Problems(p. 406)
• End Notes(p. 408)
• Cases for Part II(p. 409)
• Case II-1 Pacific Gas and Electric (A)(p. 409)
• Case II-2 Currency Concepts International(p. 416)
• Part III Data Analysis
• Chapter 16 Fundamentals of Data Analysis(p. 422)
• Learning Objectives(p. 422)
• Preparing the Data for Analysis(p. 423)
• Strategy for Data Analysis(p. 427)
• Cross-Tabulations(p. 431)
• Factors Influencing the Choice of Statistical Technique(p. 433)
• An Overview of Statistical Techniques(p. 435)
• Summary(p. 440)
• Questions and Problems(p. 440)
• End Notes(p. 441)
• Appendix(p. 442)
• Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations(p. 443)
• Learning Objectives(p. 443)
• The Logic of Hypothesis Testing(p. 444)
• Steps in Hypothesis Testing(p. 445)
• Basic Concepts of Hypothesis Testing(p. 446)
• Cross-Tabulation and Chi-Square(p. 449)
• Summary(p. 458)
• Questions and Problems(p. 459)
• End Notes(p. 459)
• Case 17-1 Medical Systems Associates: Measuring Patient Satisfaction(p. 460)
• Chapter 18 Hypothesis Testing: Means and Proportions(p. 462)
• Learning Objectives(p. 462)
• Commonly Used Hypothesis Tests in Marketing Research(p. 463)
• The Probability-Values (p Values) Approach to Hypothesis Testing(p. 471)
• Effect of Sample Size and Interpretation of Test Results(p. 472)
• Relationship between Confidence Interval and Hypothesis Testing(p. 473)
• Analysis of Variance (ANOVA)(p. 474)
• Summary(p. 482)
• Questions and Problems(p. 482)
• End Notes(p. 484)
• Case 18-1 American Conservatory Theater(p. 484)
• Case 18-2 Apple Appliance Stores(p. 485)
• Cases for Part III(p. 488)
• Case III-1 The Vancouver Symphony Orchestra(p. 488)
• Case III-2 Pacific Gas and Electric (B)(p. 494)
• Case III-3 Ralston Development Company(p. 496)
• Part IV Special Topics in Data Analysis
• Chapter 19 Correlation Analysis and Regression Analysis(p. 500)
• Learning Objectives(p. 500)
• Correlation Analysis(p. 501)
• Regression Analysis(p. 505)
• Summary(p. 525)
• Questions and Problems(p. 526)
• End Notes(p. 528)
• Case 19-1 The Seafood Grotto(p. 529)
• Case 19-2 Ajax Advertising Agency(p. 530)
• Case 19-3 Election Research, Inc.(p. 531)
• Chapter 20 Discriminant and Canonical Analysis(p. 532)
• Learning Objectives(p. 532)
• Discriminant Analysis(p. 532)
• Multiple Discriminant Analysis(p. 541)
• Summary of Discriminant Analysis(p. 544)
• Canonical Correlation Analysis(p. 545)
• Summary of Canonical Correlation Analysis(p. 549)
• Questions and Problems(p. 549)
• End Notes(p. 551)
• Case 20-1 Southwest Utility(p. 551)
• Chapter 21 Factor and Cluster Analysis(p. 553)
• Learning Objectives(p. 553)
• Factor Analysis(p. 554)
• Summary of Factor Analysis(p. 565)
• Cluster Analysis(p. 566)
• Summary of Cluster Analysis(p. 576)
• Questions and Problems(p. 577)
• End Notes(p. 578)
• Case 21-1 Store Image Study(p. 578)
• Case 21-2 Behavioral Research(p. 580)
• Chapter 22 Multidimensional Scaling and Conjoint Analysis(p. 583)
• Learning Objectives(p. 583)
• Multidimensional Scaling(p. 583)
• Attribute-based Approaches(p. 584)
• Summary of MDS(p. 593)
• Conjoint Analysis(p. 594)
• Summary of Conjoint Analysis(p. 601)
• Questions and Problems(p. 602)
• End Notes(p. 603)
• Case 22-1 Nester's Foods(p. 604)
• Case 22-2 Pepsi-Cola(p. 605)
• Case 22-3 The Electric Truck Case(p. 608)
• Case 22-4 Fargo Instruments(p. 608)
• Chapter 23 Presenting the Results(p. 610)
• Learning Objectives(p. 610)
• Guidelines for Successful Presentations(p. 610)
• Written Presentation(p. 615)
• Oral Presentation(p. 619)
• Relationship with the Client(p. 622)
• Summary(p. 622)
• Questions and Problems(p. 622)
• End Notes(p. 622)
• Cases for Part IV(p. 623)
• Case IV-1 Smith's Clothing (B)(p. 623)
• Case IV-2 Newfood(p. 623)
• Part V Applications
• Chapter 24 Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion(p. 627)
• Learning Objectives(p. 627)
• New Product Research(p. 628)
• Pricing Research(p. 639)
• Distribution Research(p. 640)
• Promotion Research(p. 647)
• Summary(p. 656)
• Questions and Problems(p. 657)
• End Notes(p. 659)
• Case 24-1 Brown Microwave(p. 660)
• Case 24-2 National Chemical Corporation(p. 661)
• Case 24-3 U.S. Department of Energy (B)(p. 662)
• Case 24-4 Levi Strauss and Co.(p. 662)
• Chapter 25 Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management(p. 665)
• Learning Objectives(p. 665)
• Competitive Advantage(p. 666)
• Brand Equity(p. 668)
• Customer Satisfaction(p. 673)
• Total Quality Management(p. 679)
• Summary(p. 686)
• Questions and Problems(p. 687)
• End Notes(p. 687)
• Chapter 26 Emerging Applications of Marketing Research: Database Marketing, E-Commerce, and Relationship Marketing(p. 689)
• Learning Objectives(p. 689)
• Database Marketing(p. 690)
• E-Commerce(p. 700)
• Relationship Marketing(p. 704)
• Summary(p. 707)
• Questions and Problems(p. 707)
• End Notes(p. 707)
• Appendix Forecasting(p. 708)
• End Notes(p. 710)
• Appendix Tables(p. 711)
• A-1. Standard Normal Cumulative Probability in Right-Hand Tail for Positive Values of z, Areas are Formed by Symmetry(p. 711)
• A-2. x[superscript 2] Critical Points(p. 712)
• A-3. F Critical Points(p. 714)
• A-4. t Critical Points(p. 717)
• A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS(p. 718)
• A-6. Output of Select Tables in SPSS(p. 722)
• Glossary(p. 733)
• Index(p. 743)