Contents:
Preface

PART I PROBLEM FORMULATION

Marketing research—content and strategy

The tactics of marketing research—planning the research project

marketing research-the value and cost of decision·making information

The tactics of marketing research—research design


PART II TECHNIQUES OF OBTAINING DATE

Information from respondents

Experimentation

Measurement in marketing research—general concepts and instrument design

Measurement and scaling in marketnig research

Sampling procedures in marketing research

Part iii analyzing associative data

The analysis process—basic concepts and analyzing associative data

Multiple and particial regression

Analysis of variance and covariance

PART IV ADVANCED TECHNIQUES IN ANALYZING ASSOCIATIVE DATA

Other techniques for analyzing criterion-predictor association

Factor analysis and clustering methods

Multidimensional scaling and conjoint analysis


PART V SELECTED ACTIVITIES IN MARKETING RESEARCH

Forecasting procedures in marketing research

Brand positioning and market segmentation

Evaluating new marketing strategies


Appendix a — Statistical Tables

Index

The fifth edition of Research for Marketing Decisions draws on a large canvas than the previous edition. The description of methodological processes is much wider. It includes research design, data collection techniques and measurements. The entire methodology has been streamlined and made considerably simpler.

The emphasis on modern analytical tools like multivariate analysis have been incorporated in the design and conduct of marketing research. Computer program strategies for data analysis are not only described out their results have been interpreted in the context of illustrative marketing problems. Primarily user-oriented the text includes cases listed at the end of five major parts of the book.

This edition’s distinctive features include:

A decisional research orientation.

A strong treatment of analysis.

Extensive coverage of measurement and scaling techniques.

The book contains a variety of cases (shorter than Harvard type cases) and provides many chapter-end questions that require readers to develop a project of their own.