Marketing research : concepts, practices, and cases /
Easwaran, Sunanda.
Marketing research : concepts, practices, and cases / Sunanda Easwaran and Sharmila J. Singh. - Oxford ; New York : Oxford University Press, c2006. - x, 605 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Preface v
Acknowledgements viii
Part One Introduction to Marketing Research
Nature and Scope of Marketing Research
Introduction
3 (1)
Marketing Research
4 (4)
Marketing Decision-making
8 (2)
Scope of Marketing Research
10 (16)
Case Studies
19 (7)
The Role of Research in Marketing
Introduction
26 (1)
Problem-solving Vs Opportunity Definition Research
27 (4)
Quality of Research
31 (3)
The Decision-making Perspective
34 (12)
Case Study
43 (3)
Practical Tips for Researchers
Introduction
46 (1)
Manager--Researcher Dialogue
47 (3)
Defining the Boundaries of Marketing Research
50 (2)
Marketing Intelligence and Marketing Research
52 (1)
Actionable Research
53 (6)
Part Two Planning for Marketing Research
Stages in Planning Marketing Research
Introduction
59 (1)
The Marketing Research Brief
59 (2)
Defining the Marketing Research Problem
61 (2)
Hypotheses Generation
63 (3)
The Marketing Research Proposal
66 (2)
The Sample
68 (5)
Types of Research
Introduction
73 (1)
Research Approaches
74 (8)
Research Approaches for Marketing Decision Stages
82 (9)
Types and Sources of Data
Introduction
91 (1)
Classification of Data
91 (2)
Methods of Data Collection
93 (4)
Errors in Data Collection
97 (13)
Annexure 6.1
108 (2)
Experimentation
Introduction
110 (1)
Causality
111 (1)
Experiments in Marketing Research
112 (1)
Validity in Experiments
113 (2)
Types of Experimental Designs
115 (11)
The Limitations of Experiments
126 (4)
Interview Techniques
Introduction
130 (1)
The Choice of Respondents
131 (1)
Survey Techniques
132 (6)
The Appropriate Interview Method
138 (9)
Sampling
Introduction
147 (1)
Sampling
148 (6)
Sampling Techniques
154 (1)
Probability Sampling Techniques
155 (5)
Non-probability Sampling
160 (1)
Determining the Sample Size
161 (10)
Designing Questionnaires and Interview Guides
Introduction
171 (1)
Designing a Questionnaire
172 (4)
Errors in Questionnaire Design and the Flow Chart
176 (6)
Questionnaires for Telephone and Internet Surveys
182 (1)
Projective Techniques and Interview Guides
183 (2)
Reproduction of the Questionnaire
185 (6)
Building Attitude Exploration into Questionnaires
Introduction
191 (1)
Measurement of Data
192 (5)
Types of Attitude Scales
197 (17)
Reliability and Validity of Scales
214 (4)
Considerations in Scale Construction
218 (7)
Case Studies
225 (14)
Part Three Implementing Research: Quantitative Surveys
Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis
Introduction
239 (1)
Fieldwork
239 (6)
Coding and Editing of Data
245 (4)
Tabulation of Data
249 (4)
Preliminary Analysis of Data
253 (9)
Other Measures of Association
262 (12)
SPSS Commands
274 (17)
Specific Techniques for Analysis of Data
Introduction
291 (1)
Parametric and Non-parametric Tests
292 (1)
Parametric Tests
293 (7)
Non-parametric Tests
300 (14)
Computer Based Techniques of Data Analysis
Introduction
314 (1)
Reduction and Grouping of Data
314 (2)
Discriminant Analysis
316 (9)
Factor Analysis
325 (6)
Cluster Analysis
331 (15)
Multidimensional Scaling
346 (14)
Conjoint Analysis
360 (9)
The Influence of Data Analysis on Research Design
369 (46)
Case Studies
376 (10)
Annexure 14.1
386 (4)
Annexure 14.2
390 (9)
Annexure 14.3
399 (11)
Annexure 14.4
410 (5)
Part Four Qualitative Research and its Implementation
Qualitative Research
Introduction
415 (1)
Qualitative Research
416 (10)
Skills Required in a Qualitative Researcher
426 (2)
Client--Researcher Relationship
428 (1)
Forte of Qualitative Research
429 (1)
Qualitative Research vs Quantitative research
429 (2)
Relationship between Qualitative and Quantitative Research
431 (3)
Strengths and Limitations of Qualitative Research
434 (3)
Commencement of the Qualitative Research Study
437 (26)
Case Study
447 (5)
Annexure 15.1
452 (3)
Annexure 15.2
455 (4)
Annexure 15.3
459 (4)
Qualitative Research Methodology
Introduction
463 (1)
Methodological Frameworks of Qualitative Research
464 (1)
Focus Group Discussions
464 (2)
Organization in Focus Group Discussions
466 (6)
In-depth Interview
472 (1)
Flow of Communication in In-depth Interviews
473 (4)
Variations in Qualitative Research Methodology
477 (1)
Role Demeanour and Skills of a Moderator
478 (1)
Guidelines for Effective Moderation
479 (7)
Moderation of Focus Group Discussions
486 (1)
Projective Techniques
487 (1)
Types of Projective Techniques
488 (3)
Specific Projective Techniques
491 (4)
The Innovative Methodologies of Qualitative Research
495 (16)
Case Study
505 (6)
Analysis and Interpretation of Qualitative Research Data
Introduction
511 (1)
Qualitative Research Analysis
512 (6)
Process of Qualitative Research Analysis
518 (1)
Content Analysis of the Transscripts and Video Tapes
519 (5)
Analysis Approach for Qualitative Research
524 (3)
Customized Analysis of Qualitative Data
527 (6)
Data Interpretation in Qualitative
533 (3)
Research Analysis Presentation of Qualitative Analysis Findings
536 (3)
Analysis and Interpretation
539 (10)
Case Study
542 (7)
Part Five Getting Meaning Out of Data and its Application
Report Writing and Presentation
Introduction
549 (1)
A Marketing Research Report
549 (8)
Presentation of a Marketing Research Report
557 (1)
Ethical Issues in Marketing Research Report Writing
558 (4)
Interpretation of Marketing Research Reports
Introduction
562 (1)
The Marketing Research Report
562 (4)
Using Marketing Research
566 (6)
Applications of Marketing Research
Introduction
572 (1)
Marketing Research for Specific Market Situations
573 (6)
Marketing Research During Various Product Life Cycle Stages
579 (4)
Market Research Models for Effective Marketing Mix
583 (3)
Other Applications of Marketing Research
586 (1)
Marketing Research and Brand Positioning
587 (4)
Research for Market Segmentation
591 (1)
Research for Market Forecasting
592 (3)
Research for Developing and Evaluating Marketing Strategies
595 (7)
Index 602
eng
9780195676969 (pbk.) TZs.18000/- 0195676963 (pbk.)
Marketing research.
Marketing research--Case studies.
Qualitative research methodology
658.8 EAS
Marketing research : concepts, practices, and cases / Sunanda Easwaran and Sharmila J. Singh. - Oxford ; New York : Oxford University Press, c2006. - x, 605 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Preface v
Acknowledgements viii
Part One Introduction to Marketing Research
Nature and Scope of Marketing Research
Introduction
3 (1)
Marketing Research
4 (4)
Marketing Decision-making
8 (2)
Scope of Marketing Research
10 (16)
Case Studies
19 (7)
The Role of Research in Marketing
Introduction
26 (1)
Problem-solving Vs Opportunity Definition Research
27 (4)
Quality of Research
31 (3)
The Decision-making Perspective
34 (12)
Case Study
43 (3)
Practical Tips for Researchers
Introduction
46 (1)
Manager--Researcher Dialogue
47 (3)
Defining the Boundaries of Marketing Research
50 (2)
Marketing Intelligence and Marketing Research
52 (1)
Actionable Research
53 (6)
Part Two Planning for Marketing Research
Stages in Planning Marketing Research
Introduction
59 (1)
The Marketing Research Brief
59 (2)
Defining the Marketing Research Problem
61 (2)
Hypotheses Generation
63 (3)
The Marketing Research Proposal
66 (2)
The Sample
68 (5)
Types of Research
Introduction
73 (1)
Research Approaches
74 (8)
Research Approaches for Marketing Decision Stages
82 (9)
Types and Sources of Data
Introduction
91 (1)
Classification of Data
91 (2)
Methods of Data Collection
93 (4)
Errors in Data Collection
97 (13)
Annexure 6.1
108 (2)
Experimentation
Introduction
110 (1)
Causality
111 (1)
Experiments in Marketing Research
112 (1)
Validity in Experiments
113 (2)
Types of Experimental Designs
115 (11)
The Limitations of Experiments
126 (4)
Interview Techniques
Introduction
130 (1)
The Choice of Respondents
131 (1)
Survey Techniques
132 (6)
The Appropriate Interview Method
138 (9)
Sampling
Introduction
147 (1)
Sampling
148 (6)
Sampling Techniques
154 (1)
Probability Sampling Techniques
155 (5)
Non-probability Sampling
160 (1)
Determining the Sample Size
161 (10)
Designing Questionnaires and Interview Guides
Introduction
171 (1)
Designing a Questionnaire
172 (4)
Errors in Questionnaire Design and the Flow Chart
176 (6)
Questionnaires for Telephone and Internet Surveys
182 (1)
Projective Techniques and Interview Guides
183 (2)
Reproduction of the Questionnaire
185 (6)
Building Attitude Exploration into Questionnaires
Introduction
191 (1)
Measurement of Data
192 (5)
Types of Attitude Scales
197 (17)
Reliability and Validity of Scales
214 (4)
Considerations in Scale Construction
218 (7)
Case Studies
225 (14)
Part Three Implementing Research: Quantitative Surveys
Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis
Introduction
239 (1)
Fieldwork
239 (6)
Coding and Editing of Data
245 (4)
Tabulation of Data
249 (4)
Preliminary Analysis of Data
253 (9)
Other Measures of Association
262 (12)
SPSS Commands
274 (17)
Specific Techniques for Analysis of Data
Introduction
291 (1)
Parametric and Non-parametric Tests
292 (1)
Parametric Tests
293 (7)
Non-parametric Tests
300 (14)
Computer Based Techniques of Data Analysis
Introduction
314 (1)
Reduction and Grouping of Data
314 (2)
Discriminant Analysis
316 (9)
Factor Analysis
325 (6)
Cluster Analysis
331 (15)
Multidimensional Scaling
346 (14)
Conjoint Analysis
360 (9)
The Influence of Data Analysis on Research Design
369 (46)
Case Studies
376 (10)
Annexure 14.1
386 (4)
Annexure 14.2
390 (9)
Annexure 14.3
399 (11)
Annexure 14.4
410 (5)
Part Four Qualitative Research and its Implementation
Qualitative Research
Introduction
415 (1)
Qualitative Research
416 (10)
Skills Required in a Qualitative Researcher
426 (2)
Client--Researcher Relationship
428 (1)
Forte of Qualitative Research
429 (1)
Qualitative Research vs Quantitative research
429 (2)
Relationship between Qualitative and Quantitative Research
431 (3)
Strengths and Limitations of Qualitative Research
434 (3)
Commencement of the Qualitative Research Study
437 (26)
Case Study
447 (5)
Annexure 15.1
452 (3)
Annexure 15.2
455 (4)
Annexure 15.3
459 (4)
Qualitative Research Methodology
Introduction
463 (1)
Methodological Frameworks of Qualitative Research
464 (1)
Focus Group Discussions
464 (2)
Organization in Focus Group Discussions
466 (6)
In-depth Interview
472 (1)
Flow of Communication in In-depth Interviews
473 (4)
Variations in Qualitative Research Methodology
477 (1)
Role Demeanour and Skills of a Moderator
478 (1)
Guidelines for Effective Moderation
479 (7)
Moderation of Focus Group Discussions
486 (1)
Projective Techniques
487 (1)
Types of Projective Techniques
488 (3)
Specific Projective Techniques
491 (4)
The Innovative Methodologies of Qualitative Research
495 (16)
Case Study
505 (6)
Analysis and Interpretation of Qualitative Research Data
Introduction
511 (1)
Qualitative Research Analysis
512 (6)
Process of Qualitative Research Analysis
518 (1)
Content Analysis of the Transscripts and Video Tapes
519 (5)
Analysis Approach for Qualitative Research
524 (3)
Customized Analysis of Qualitative Data
527 (6)
Data Interpretation in Qualitative
533 (3)
Research Analysis Presentation of Qualitative Analysis Findings
536 (3)
Analysis and Interpretation
539 (10)
Case Study
542 (7)
Part Five Getting Meaning Out of Data and its Application
Report Writing and Presentation
Introduction
549 (1)
A Marketing Research Report
549 (8)
Presentation of a Marketing Research Report
557 (1)
Ethical Issues in Marketing Research Report Writing
558 (4)
Interpretation of Marketing Research Reports
Introduction
562 (1)
The Marketing Research Report
562 (4)
Using Marketing Research
566 (6)
Applications of Marketing Research
Introduction
572 (1)
Marketing Research for Specific Market Situations
573 (6)
Marketing Research During Various Product Life Cycle Stages
579 (4)
Market Research Models for Effective Marketing Mix
583 (3)
Other Applications of Marketing Research
586 (1)
Marketing Research and Brand Positioning
587 (4)
Research for Market Segmentation
591 (1)
Research for Market Forecasting
592 (3)
Research for Developing and Evaluating Marketing Strategies
595 (7)
Index 602
eng
9780195676969 (pbk.) TZs.18000/- 0195676963 (pbk.)
Marketing research.
Marketing research--Case studies.
Qualitative research methodology
658.8 EAS