An edition of Essentials of Marketing Research
(2013)
Essentials of Marketing Research
by Paurav Shukla
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Marketing research yields relevant, accurate, and timely information about consumers, and plays a critical role in managerial decision making. By putting marketing research results to creative use, firms can achieve and sustain a competitive advantage over their competitors.
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Publish Date
2013
Publisher
Bookboon.com
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Book Details
Table of Contents
Content
1. Introduction to marketing research: Scientific research approach and Problem definition
1.1. Introduction
1.2. Marketing Research
1.3. Scientific marketing research process
1.4. Defining a problem
1.5. What marketing research cannot do?
1.6. Conclusion
2. Exploratory research design
2.1. Chapter summary
2.2. Research design and its importance in research
2.3. Classification and differences between research designs
2.4. Exploratory research design
2.5. Conclusion
3. Conclusive research design
3.1. Chapter summary
3.2. Conclusive research design
3.3. Descriptive design
3.4. Causal design
3.5. Survey methods
3.6. Observation
3.7. Conclusion
4. Sampling
4.1. Chapter summary
4.2. Importance of sampling in marketing research
4.3. Sampling: basic constructs
4.4. Determining sample size
4.5. Classification of sampling techniques
4.6. Probability sampling techniques
4.7. Nonprobability sampling techniques
4.8. Selecting an appropriate sampling technique
4.9. Conclusion
5. Measurement and scaling
5.1. Chapter summary
5.2. Importance of measurement and scaling in marketing research
5.3. Scales of measurement: fundamental properties
5.4. Primary scales of measurement
5.5. Comparative and non-comparative scaling
5.6. Comparative scaling techniques
5.7. Non-comparative scaling
5.8. Selecting an appropriate scale
5.9. Scale evaluation
5.10. Conclusion
6. Questionnaire design
6.1. Chapter summary
6.2. Significance of questionnaire building
6.3. Process of questionnaire design
6.4. Conclusion
7. Data preparation and preliminary data analysis
7.1. Chapter summary
7.2. Survey fieldwork and data collection
7.3. Nature and scope of data preparation
7.4. Preliminary data analysis
7.5. Assessing for normality and outliers
7.6. Hypothesis testing
7.7. Conclusion
8. Report preparation and presentation
8.1. Chapter summary
8.2. Importance of marketing research report
8.3. Reporting the results: key issues to remember
8.4. Generic marketing research report
8.5. What not to do when writing reports
8.6. Report presentation
8.7. Conclusion
9. References
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History
- Created May 5, 2015
- 4 revisions
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| August 22, 2020 | Edited by ISBNbot2 | normalize ISBN |
| May 5, 2015 | Edited by Alice Kirk | Edited without comment. |
| May 5, 2015 | Edited by Alice Kirk | Added new cover |
| May 5, 2015 | Created by Alice Kirk | Added new book. |