Aimed at post-introductory Marketing undergraduates and postgraduate students, Marketing Research is the first UK textbook to offer the advantages of presentation and format associated with a US textbook, yet still provide a comprehensive coverage of approaches, methods and applications of market research in a primarily European and international context.
Unlike other textbooks which implicitly focus on client-based research, Marketing Research compares and contrasts research from both academic and client-based perspectives.
This text has an innovative approach which focuses on the need for market research to be viewed on a systemic level, as an integrated creative process, composed of varying practical and theoretical approaches which can be tailored to each research project.
Part I: Contexts.
1. Client-Based Market Research.
2. Academic Research in Marketing.
Part II: Accessing and constructing good quality data.
3. Accessing Secondary Data.
4. Constructing Qualitative Data.
5. Constructing Quantitative Data: Structuring Data and Measuring Variables.
6. Constructing Quantitative Data: Developing the Instruments of Data Capture.
7. Constructing Quantitative Data: Selecting Methods.
8. Constructing Quantitative Data: Selecting Cases.
9. Mixed Research Designs.
Part III: Data Analysis.
10. Analyzing Qualitative Data.
11. Analyzing Quantitative Data: Essential Descriptive Summaries of Single Variables.
12. Analyzing Relationships Between Two Variables.
13. Making Statistical Inferences.
14. Multivariate Analysis.
15. Alternative Methods of Data Analysis.
Part IV: Applications.
16. Commercial Proprietary Techniques.
17. Cross-National Research.
18. Communicating the Results.
