A Decision-Making Perspective on Marketing Research.

Marketing Research in Practice.

The Marketing Research Process.

Research Design and Implementation.

DATA COLLECTION.

Secondary Sources of Marketing Data.

Standardized Sources of Marketing Data.

Marketing Research on the Internet.

Information Collection: Qualitative and Observational Methods.

Information from Respondents: Issues in Data Collection.

Information from Respondents: Survey Methods.

Attitude Measurement.

Designing the Questionnaire.

Experimentation.

Sampling Fundamentals.

Sample Size and Statistical Theory.

DATA ANALYSIS.

Fundamentals of Data Analysis.

Hypothesis Testing: Basic Concepts and Tests of Associations.

Hypothesis Testing: Means and Proportions.

SPECIAL TOPICS IN DATA ANALYSIS.

Correlation Analysis and Regression Analysis.

Discriminant and Canonical Analysis.

Factor and Cluster Analysis.

Multidimensional Scaling and Conjoint Analysis.

Presenting the Results.

APPLICATIONS.

Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion.

Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management.

Emerging Applications of Marketing Research: Database Marketing; E-Commerce, and Relationship Marketing.

Appendices.

Glossary.

Index.

• Relevant and recent examples and citations that provide a current description of the marketing research process and the industry have been included. The chapter on the Emerging Applications of Marketing Research has been expanded to include e-commerce coverage. The chapter now focuses on database marketing, e-commerce, and relationship marketing. The growth in e-commerce is phenomenal and a firm's ability to identify individuals and market to them is an important task. Database marketing is on the verge of being the most important tool for businesses facing the challenges of the 21st century.
• New cases and problems have been added; a few cases in the previous edition have been deleted; additional end-of-chapter problems have been added in some chapters. A number of new cases like Philip Morris enters Turkey and Dell in Latin America have been added to this edition. These cases reflect the current and future trends in marketing research.
• The New section on Marketing Research in Business in each chapter focuses on the real world applications of Marketing Research. Several current real world examples such as, how a Meatless Burger Marketer reaches to "Crossover" Consumers, Beautifying the Japanese male, From Perception to Delivery of Customer Satisfaction are new to this edition. These additions reflect the current and future trends in the marketing research industry.
• Firm-specific and data-specific URL's are provided in the book so that the users can access the most recent information.
• The chapters on data analysis now include coverage of the use of SPSS in illustrating the data analysis. Spreadsheet illustrations for many statistical techniques discussed in the book are provided as Appendices Five and Six at the end of the book. The use of other statistical packages like SAS is illustrated on the text Web site.
• SPSS® Student Version 9.0 for Windows is available to package with the text. Data sets on the SPSS CD accompany Tables 19-3 and 19-4 (Export Data Set), NewFood Inc. Case, Vancouver Symphony Orchestra Case, and the Pacific Gas and Electric Case.

• The text communicates in an interesting and informative manner the essence of marketing research to future managers and future researchers. Both groups need to know when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results.
• The Cases and Part Cases are positioned appropriately at the end of chapters and text parts to stimulate interest, add realism to the marketing research curriculum, and help develop decision-making skills. These cases cover a wide range of products and organizations.
• The chapter on marketing research on the Internet links the reader with the world of marketing research to keep abreast with the emerging trends and changes in the marketplace.
• The international element of marketing research has been continued. Particularly, an effort has been made to provide a clear distinction between domestic and international marketing research process and prepare the users of this text to face the challenges of multinational research.
• Each chapter also includes Learning Objectives, a Chapter Summary, and Questions and Problems.