Marketing research, an applied approach [printed text] / Thomas C. Kinnear, Author ; James R. Taylor, Author . - New York : McGraw-Hill, 1996 . - xxii, 888 p. : ill (b & w) ; 23 cm.
ISBN : 978-0-07-114418-6

Class number:	658.83
Abstract:	This work emphasizes the use of market research in managerial decision making. It discusses the market research process and presents a complete market research project from start to finish to show students what market research looks like. The authors deal with technical aspects of market research so that students can apply research procedures to real applications. It includes: examples of international marketing; results of a 1994 survey of marketing research practice; 14 cases including Nestle, Kelloggs, European Alcohol Research Foundation and Cosmopolitan Magazine; and marketing research databases containing results from actual marketing research studies.
Contents note:	Part 1 Introduction to Marketing Research in Marketing Decision Making 1. The Marketing Research Role in Marketing Management; 2. The Marketing Research Business; 3. The Marketing Research Process: Concept and Example; 4. The Decision to Undertake Research; Cases for Part 1 - National Markets; Weston Food Company; Field Modular Office Furniture; United Way of America; Ethical Dimensions in Marketing Research Part 2 Determine Research Design and Data Resources 5. Research Design and Data Sources; 6. Secondary Data; Cases for Part 2 - AGT Inc.; Twin Pines Golf and Country Club; Automotive Supply Inc.; Nestle Part 3 Develop the data Collection Procedure 7. The Measurement Process; 8. Attitude Measurement; 9. Causal Designs; 10. Data Collection: Exploratory Research; 11. Data Collection: Conclusive Research; 12. Designing Data Collection Forms; Cases for Part 3 - New England Soup Company; Chrysler Car Leasing Satisfaction Study; Mainline Package Goods; Unilever's Persil Detergent; European Alcohol Research Foundation; Kellog's Heartwise Cereal; Parkside Corporation; Midwest Marketing Research Associates Part 4 Sampling Plan and Data Collection 13. The Basics of Sampling; 14. Simple Random Sampling and Sample Size; 15. More Complex Sampling Procedures; 16. Field Operations; Cases for Part 4 - Milan Food Cooperative; Cynthia Lu, Student Council Candidate; United Airlines; Ice Creme Castle; Cosmopolitan Magazine; Gallup Polls; A Day in the Careers of Pamela Palmers and Sandy Sanders - Professional Interviewers Part 5 Data Analysis and Reporting Research Findings 17. Data Processing; 18. Univariate Data Analysis; 19. Bivariate Data Analysis; 20. Multivariate Analysis I: Interdependence Methods; 21. Multivariate Data Analysis II: Dependence Methods; 22. Reporting Research Findings; Cases for Part 5 The Ann Arbor Metro Times; Midwest Marketing Research Associates; Milan Food Cooperative; Bernie's Student Cafeteria; Southern Illinois Medical Center; The Sophisticated Research Group Part 6 Applications 23. Demand Measurement and Forecasting; 24. Product Research and Test Marketing; 25. Advertising Research; 26. Distribution and Pricing Research; Cases for Part 6 - Techno Forecasts Inc.; No Sweat; Executive Express; The Cupertino Group; Paradise Foods Glossary; Appendix; Indexes - Name Index, Subject Index.