TY  - BOOK
AU  - Easwaran,Sunanda
AU  - Singh,Sharmila J.
TI  - Marketing research: concepts, practices, and cases 
SN  - 9780195676969 (pbk.)
U1  - 658.8 EAS 
PY  - 2006///
CY  - Oxford, New York
PB  - Oxford University Press
KW  - Marketing research
KW  - Case studies
KW  - Qualitative research methodology
N1  - 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	
ER  -