Marketing Research (11th Edition)

Description

The 11th Edition of Marketing Research (by Aaker et al.) has been adapted to Indian perspective without much dilution of its global flavor. Keeping in mind the learning requirements of Indian students in the field of market research, this textbook has been developed by modifying contents at required places. This book, while maintaining the strengths of the original version, reflects the modern realities of marketing research. Real-life scenarios included in the Indian adaptation of Marketing Research would help readers in cognitive analysis, invoke thoughtful insights in the areas of market intelligence, business decisions, and actions. In this edition, readers are expected to learn, explore, and analyze various dimensions of marketing research.

Table of Contents

1. Part I The Nature And Scope Of Marketing Research
   1. Chapter 1 A Decision-Making Perspective on Marketing Intelligence
      1. An Overview of Business Intelligence
      2. Introduction to Marketing Intelligence
      3. Marketing Research
      4. Role of Marketing Research in Managerial Decision Making
      5. Factors that Influence Marketing Research Decisions
      6. Use of Marketing Research
      7. Ethics in Marketing Research
      8. The Respondent’s Ethics and Rights
      9. International Marketing Research
   2. Chapter 2 Marketing Research in Practice
      1. Learning Objectives
      2. Information Systems, Decision Support Systems, and Marketing Research
      3. Marketing Decision Support Systems
      4. Suppliers of Information
      5. Criteria for Selecting External Suppliers
      6. The International Marketing Research Industry
      7. Career Opportunities in Marketing Research
   3. Chapter 3 The Marketing Research Process
      1. Overview of the Marketing Research Process
      2. The Preliminary Stages of the Marketing Research Process
      3. Planning a New HMO
      4. The International Marketing Research Process
   4. Chapter 4 Research Design and Implementation
      1. Research Approach
      2. Research Tactics and Implementation
      3. Budgeting and Scheduling the Research Project
      4. Research Proposal
      5. Designing International Marketing Research
      6. Issues in International Research Design
      7. Ethical Considerations in Research
      8. Cultural Considerations in International Marketing Research
2. Part II Data Collection
   1. Section A: Secondary And Exploratory Research
      1. Chapter 5 Secondary Sources of Marketing Data
         1. Secondary Data
         2. Uses of Secondary Data
         3. Benefits of Secondary Data
         4. Sources of Secondary Data for International Marketing Research
         5. Problems Associated with Secondary Data in International Research
         6. Applications of Secondary Data in International Research
      2. Chapter 6 Standardized Sources of Marketing Data
         1. Retail Store Audits
         2. Consumer Purchase Panels
         3. Scanner Services and Single-Source Systems
         4. Media-Related Standardized Sources
         5. Applications of Standardized Sources of Data
         6. Chapter 7 Marketing Research on the Internet
         7. Current Trends in Web Usage
         8. WWW Information for Marketing Decisions
         9. The Internet and Marketing Research Today
         10. The Internet and Marketing Research Developments
         11. Issues and Concerns
      3. Chapter 8 Information Collection: Qualitative and Observational Methods
         1. Need for Qualitative Research
         2. Qualitative Research Methods
         3. Observational Methods
         4. Recent Applications of Qualitative and Observational Methods
   2. Section B: Descriptive Research
      1. Chapter 9 Information from Respondents: Issues in Data Collection
         1. Information from Surveys
         2. Sources of Survey Error
         3. Methods of Data Collection
         4. Factors Affecting the Choice of a Survey Method
         5. Ethical Issues in Data Collection
      2. Chapter 10 Information from Respondents: Survey Methods
         1. Collecting Data
         2. Surveys in the International Context
      3. Chapter 11 Attitude Measurement
         1. What are Attitudes?
         2. The Concept of Measurement and Scaling
         3. Types of Attitude Rating Scales
         4. General Guidelines for Developing a Multiple-Item Scale
         5. Interpreting Attitude Scales
         6. Choosing an Attitudinal Scale
         7. Accuracy of Attitude Measurements
         8. Scales in Cross-National Research
      4. Chapter 12 Designing the Questionnaire
         1. Planning What to Measure
         2. Formatting the Question
         3. Question Wording: A Problem of Communication
         4. Sequence and Layout Decisions
         5. Questionnaire Design for International Research
   3. Section C: Casual Research
      1. Chapter 13 Experimentation
         1. Descriptive versus Experimental Research
         2. What Constitutes Causality?
         3. Laboratory and Field Experiments
         4. Threats to Experimental Validity
         5. Issues in Experimental Research
         6. Types of Experimental Designs
         7. Guidelines for Conducting Experimental Research
         8. Limitations of Experiments
   4. Section D: Sampling
      1. Chapter 14 Sampling Fundamentals
         1. Sample or Census
         2. Sampling Process
         3. Probability Sampling
         4. Nonprobability Sampling
      2. Chapter 15 Sample Size and Statistical Theory
         1. Determining the Sample Size: Ad Hoc Methods
         2. Population Characteristics/Parameters
         3. Sample Characteristics/Statistics
         4. Sample Reliability
         5. Interval Estimation
         6. Sample Size Question
         7. Proportions
         8. Coefficient of Variation
         9. Stratified Sampling
         10. Multistage Design
         11. Sequential Sampling
3. Part III Data Analysis
   1. Chapter 16 Fundamentals of Data Analysis
      1. Preparing the Data for Analysis
      2. Strategy for Data Analysis
      3. Cross-Tabulations
      4. Factors Influencing the Choice of Statistical Technique
      5. An Overview of Statistical Techniques
   2. Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations
      1. The Logic of Hypothesis Testing
      2. Steps in Hypothesis Testing
      3. Basic Concepts of Hypothesis Testing
      4. Cross-Tabulation and Chi-Square
   3. Chapter 18 Hypothesis Testing: Means and Proportions
      1. Commonly Used Hypothesis Tests in Marketing Research
      2. Relationship between Confidence Interval and Hypothesis Testing
      3. Analysis of Variance (ANOVA)
      4. The Probability-Values (p-Values) Approach to Hypothesis Testing
      5. Effect of Sample Size and Interpretation of Test Results
4. Part IV Special Topics In Data Analysis
   1. Chapter 19 Correlation Analysis and Regression Analysis
      1. Correlation Analysis
      2. Regression Analysis
   2. Chapter 20 Discriminant, Factor, and Cluster Analysis
      1. Discriminant Analysis
      2. Multiple Discriminant Analysis
      3. Summary of Discriminant Analysis
      4. Factor and Cluster Analysis
      5. Factor Analysis
      6. Summary of Factor Analysis
      7. Cluster Analysis
   3. Chapter 21 Multidimensional Scaling and Conjoint Analysis
      1. Multidimensional Scaling
      2. Attribute-Based Approaches
      3. Summary of MDS
      4. Conjoint Analysis
   4. Chapter 22 Structural Equation Modeling
      1. Structural Equation Modeling
      2. Basic Terminologies
      3. Assumptions in SEM
      4. Basic Procedure
      5. AMOS
   5. Chapter 23 Presenting the Results
      1. Guidelines for Successful Presentations
      2. Written Report
      3. Oral Presentation
      4. Relationship with the Client
5. Part V Applications Of Marketing Intelligence
   1. Chapter 24 Marketing-Mix Measures
      1. New-Product Research
      2. Pricing Research
      3. Distribution Research
      4. Promotion Research
      5. Total Quality Management
      6. Information Requirements for Total Quality Management
   2. Chapter 25 Brand and Customer Metrics
      1. Competitive Advantage
      2. Brand Equity
      3. Customer Satisfaction
      4. Customer Satisfaction Measurement Process
      5. Contemporary Applications of Marketing Intelligence
      6. Maximizing Customer Profitability
   3. Chapter 26 New Age Strategies and Marketing Research in Rural Markets
      1. Database Marketing
      2. E-Commerce
      3. Mobile Marketing
      4. Social Marketing
      5. Experiential Marketing
      6. Relationship Marketing
      7. Recent Developments in Relationship Marketing
      8. Word-of-Mouth Marketing
      9. Customer Intelligence
      10. Understanding Rural Markets
      11. Conducting Marketing Research in Rural Markets
      12. Considerations in Rural Research
      13. Practices Followed in Conducting Rural Research
      14. Summary
      15. Questions and Problems
      16. End Notes
6. Appendix
7. End Notes for Appendix
8. Appendix: Tables
   1. A-1. Standard Normal, Cumulative Probability in Right- Hand Tail for Positive Values of z; Areas are Formed by Symmetry
   2. A-2. c² Critical Points
   3. A-3. F Critical Points
   4. A-4. t Cut-off Points for the Student’s t-Distribution
   5. A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS
   6. A-6. Output of Select Tables in SPSS
9. Glossary
10. Index

Author Biography

Gopal Das is an Associate Professor of Marketing at IIM Bangalore. Gopal has more than 10 years of teaching and/or research experience in Marketing and Data analytics. He has conducted several management development programmes on Research Methodology, Marketing Research, and Data Analytics using statistical packages, such as SPSS, AMOS, SAS, MINITAB, and R. He has been awarded and appreciated for his contributions to management study. He has won gold medal for the best “Outstanding Doctoral Management Student Awards (2012)” organized by AIMS International held at the IIM Bangalore.