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Marketing Research Principles
Putting Theory Into Practice
Third Edition
- Kenneth E. Clow - University of Louisiana at Monroe
- Karen Elaine James - Louisiana State University, Shreveport
Other Titles in:
Marketing Research
Marketing Research
March 2020 | 530 pages | SAGE Publications, Inc
The third edition of Marketing Research Principles offers a strong emphasis on how to use marketing research to make better management decisions (w/application of marketing research to marketing and business situations). The authors focus on understanding and interpreting marketing research studies, and throughout the book they integrate data analysis, interpretation, application, data presentation, and decision-making.
Part 1: Introduction to Marketing Research
Ch 1: The Role of Marketing Research
Ch 2: The Marketing Research Process
Part 2: Types of Marketing Research
Ch 3: Secondary Data and Research
Ch 4: Qualitative Research
Ch 5: Observation Research
Ch 6: Survey Research
Ch 7: Experimental Research
Part 3: Sampling and Measurement
Ch 8: Sampling Procedures
Ch 9: Measurement Methods
Ch 10: Marketing Scales
Ch 11: Questionnaire Design
Part 4: Analyzing and Reporting Marketing Research
Ch 12: Fundamental Data Analysis
Ch 13: Analysis of Differences and Regression Analysis
Ch 14: Research Reports and Presentations