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Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions.

Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: Secondary Data; Exploratory Research Design: Qualitative Research; Descriptive Research design: Survey and Observation; Causal Research Design: Experimentation; Measurement and Scaling: Fundamentals and Comparative Scaling; Measurement and Scaling: Noncomparative Scaling Techniques; Questionnaire and Form Design; Sampling: Design and Procedures; Sampling: Final and Initial Sample Size Determination; Field Work; Data Preparation; Frequency Distribution, Cross-tabulation, and Hypothesis Testing; Analysis of Variance and Covariance; Correlation and Regression; Discriminate and Logic Analysis; Factor Analysis; Cluster Analysis; Multidimensional Scaling and Conjoint Analysis; Structural Equation Modeling and Path Analysis; Report Preparation and Presentation; International Marketing Research

The comprehensive, practical, and balanced coverage presented in this text is ideal for readers that want an in-depth understanding of market research.

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Chapter 1    Introduction to Marketing Research
Chapter 2    Defining the Marketing Research Problem and Developing an Approach
 
PART II: RESEARCH DESIGN FORMULATION
Chapter 3    Research Design
Chapter 4    Exploratory Research Design: Secondary Data
Chapter 5    Exploratory Research Design: Qualitative Research
Chapter 6    Descriptive Research design: Survey and Observation
Chapter 7    Causal Research Design: Experimentation
Chapter 8    Measurement and Scaling: Fundamentals and Comparative Scaling
Chapter 9    Measurement and Scaling: Noncomparative Scaling Techniques
Chapter 10    Questionnaire and Form Design
Chapter 11    Sampling: Design and Procedures
Chapter 12    Sampling: Final and Initial Sample Size Determination

PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING
Chapter 13    Field Work
Chapter 14    Data Preparation
Chapter 15    Frequency Distribution, Cross-tabulation, and Hypothesis Testing
Chapter 16    Analysis of Variance and Covariance
Chapter 17    Correlation and Regression
Chapter 18    Discriminant and Logit Analysis
Chapter 19    Factor Analysis
Chapter 20    Cluster Analysis
Chapter 21    Multidimensional Scaling and Conjoint Analysis
Chapter 22    Structural Equation Modeling and Path Analysis
Chapter 23    Report Preparation and Presentation
Chapter 24    International Marketing Research

Running Case: Dell
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