Modern Marketing Research: Concepts, Methods, and Cases - Softcover

Feinberg, Fred M.; Kinnear, Thomas C.; Taylor, James R.

Softcover

ISBN 10: 142662560X ISBN 13: 9781426625602

Publisher: Atomic Dog Pub Inc, 2007

Synopsis

Modern Marketing Research: Concepts, Methods and Cases is a comprehensive introduction to all the principal areas of marketing research practice. It treats marketing research design as an integrated process, and guides students through that process step-by-step using illustrative examples throughout. The book provides a uniquely detailed treatment of the analytic methods developed in the last decade to make sense of complex marketing data, including standard multivariate methods (e.g., Factor, Cluster and Conjoint Analyses, MDS, Logit Brand Choice Methods) as well as state-of-the-art techniques like Hierarchical Bayes models, Heterogeneity and Sample Selection. Over 40 up-to-date cases help illustrate how marketing research projects are conceptualized and carried out in the real world.

About this title

Review

1. Purpose and Process of Marketing Research. 2. Research Design and Data Sources. 3. Measurement in Marketing Research. 4. Causal Designs and Marketing Experiments. 5. Data Collection: Exploratory and Conclusive Research. 6. Designing Surveys and Data Collection Instruments. 7. Sampling. 8. Data Analysis and Statistical Methods: Univariate and Bivariate Analyses. 9. Modeling Multivariate Relationships: Multiple Regression for Interval, Binary, and Nominal Dependent Variables. 10. Factor, Cluster, Discriminant, and Latent Class Analyses. 11. Conjoint Analysis and Multidimensional Scaling. 12. Advanced Topics, Research Frontiers, and Preparing the Final Report.

About the Author

Fred M. Feinberg is Professor of Marketing at the Ross School of Business, University of Michigan. Previously a faculty member at Duke University's Fuqua School of Business and the University of Toronto's Rotman School of Management, he has taught project-oriented Marketing Research for the last two decades. Dr. Feinberg's research centers on decision-making behaviors, advertising models, and consumer variety seeking. He is Associate Editor at Marketing Science and the Journal of Marketing Research, Senior Editor for Marketing at Production and Operations Management, and has published two other texts: Marketing Engineering and Statistical Methods for Management. He holds undergraduate degrees in Mathematics and Philosophy from the Massachusetts Institute of Technology, did graduate work in Mathematics at Cornell University, and received a Ph.D. in Management from the M.I.T. Sloan School of Management.

Edition details

• Publisher: Atomic Dog Pub Inc
• Publication date: 2007
• ISBN 10: 142662560X
• ISBN 13: 9781426625602
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 689