| Description |
xviii, 430 pages : illustrations ; 25 cm |
| Contents |
Introduction / Richard P. Bagozzi -- 1. Measurement in Marketing Research: Basic Principles of Questionnaire Design / Richard P. Bagozzi -- 2. Qualitative Marketing Research / Bobby J. Calder -- 3. Sampling / Seymour Sudman -- 4. Mail and Telephone Surveys in Marketing Research: A Perspective from the Field / Daniel C. Lockhart and J. Robert Russo -- 5. Regression Analysis for Marketing Decisions / Dipak Jain -- 6. Experimental Design: Generalization and Theoretical Explanation / Brian Sternthal, Alice M. Tybout and Bobby J. Calder -- 7. Analysis of Experimental Data / Dawn Iacobucci -- 8. Classic Factor Analysis / Dawn Iacobucci -- 9. Structural Equation Models in Marketing Research: Basic Principles / Richard P. Bagozzi -- 10. The Evaluation of Structural Equation Models and Hypothesis Testing / Richard P. Bagozzi and Hans Baumgartner |
| Summary |
Each chapter begins with a historical development of the subject under scrutiny, moves to more advanced issues and coverage of latest developments, and introduces examples throughout. Chapters include questions or exercises designed to test and extend the reader's knowledge and provide hands-on experience. Because it explores the foundations of research as well as latest developments, graduate and postgraduate students will find it the most thoroughly authoritative introduction to the field. Seasoned researchers will find this an essential update of their knowledge of classical procedures |
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Principles of Marketing Research introduces students to state-of-the-art developments in all phases of the research enterprise. It addresses issues in design, implementation, analysis and interpretation. Topics covered include the principles of questionnaire design and development, mail and telephone surveying, qualitative research methods, regression analysis, the design and analysis of experimental data, factor analysis, and an introduction to structural equation models, and much more. This text draws together a team of internationally recognized scholars and pairs them with marketing practitioners to give a cutting-edge but practical overview of contemporary marketing research |
| Analysis |
Market research |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing research.
|
| Author |
Bagozzi, Richard P.
|
| LC no. |
93040010 |
| ISBN |
1557865485 (alk. paper) |
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