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Fundamentals of Marketing Research


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Table of Contents

Preface Part I: What is Marketing Research? 1. The Nature of Marketing Research 2. Planning for Marketing Research and the Research Process 3. Research Design Cases for Part I Part II: Techniques for Obtaining Data 4. Secondary Data and Sources 5. Information From Respondents 6. Online Marketing Research 7. Qualitative Research and Observation 8. Experimentation Cases for Part II Part III: Measurement 9. General Concepts of Measurement 10. Measurement and Scaling in Marketing Research 11. Designing Questionnaires Cases for Part III Part IV: Sampling 12. Sampling Procedures in Marketing Research 13. Sample Size Cases for Part IV Part V: Analyzing Data 14. The Analysis Process--Basic Concepts of Editing, Coding, and Descriptive Analysis 15. Hypothesis Testing and Univariate Analysis 16. Bivariate Analysis: Differences Between Sample Groups 17. Bivariate Analysis: Measures of Association 18. Multivariate Statistical Analysis 19. Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint Analysis Cases for Part V Part VI: The Research Report 20. Reporting Research Results Appendix A: Statisitcal Tables Glossary of Terms Name Index Subject Index About the Authors

About the Author

Scott M. Smith is Professor of Marketing in the Marriott School of Management, Brigham Young University. Dr. Smith's research and publication interests are online survey technologies for marketing research, Internet research and methodology, and computer modeling. He is the Founder and Director of Surveypro.com, SurveyTime.com, and SurveyZ.com which are online ASPs offering advanced survey research, database, and analysis tools. He is the author of the PC-MDS statistical software programs for conjoint and multidimensional scaling analysis for the personal computer. He has authored 12 books and monographs and more than 60 articles and papers. He has published in Marketing Research, Journal of Consumer Research, Journal of Business Research, Journal of the Academy of Marketing Science, Journal of Marketing Education (awarded the year's outstanding article), and Journal of Business Ethics. His most recently completed academic books are titled, Research for Marketing Decisions (with Paul E. Green and Gerald Albaum), Multidimensional Scaling (with Paul E. Green and Frank J. Carmone Jr.) and Computer Assisted Decisions in Marketing (with William R. Swinyard). Gerald Albaum is Research Professor in the Marketing Department at the Robert O. Anderson Schools of Management, the University of New Mexico, Professor Emeritus of Marketing, University of Oregon, and Senior Research Fellow, IC2 Institute, University of Texas at Austin. Professor Albaum's teaching areas include International Marketing, Marketing Research, Entering Asian Markets. His research interests include Measurement and Scaling, Issues in Research Methodology, Direct Selling Relationships, Management Style and Decision Making, Foreign Market Entry Strategy, and International Marketing. Professor Albaum has written numerous articles published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of the Market Research Society, Psychological Reports, Journal of Retailing, Journal of Business and Journal of Business Research. He is the author, co-author, or editor twenty books including International Marketing and Export Management. Pearson Education Limited (UK), Fourth Edition, 2002 (with J. Strandskov, E. Duerr) and Research for Marketing Decisions. Englewood Cliffs, NJ: Prentice-Hall, Fifth Edition, 1988 (with P. Green and D. Tull).


"I'm writing to say that I just came across your marketing research text, and think it is a great book. I feel that the standard texts "miss the mark", and I'm never willing to recommend one to my students. While I don't use a textbook in my teaching at London Business School, I will certainly be directing students to your book when they ask me about good marketing research references." -- Bruce Hardie

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