Normal view MARC view

Research for marketing decisions

Author: Tull, Donald S. ; Green, Paul E. Series: Prentice-Hall international series in management Publisher: Prentice Hall, 1978.Edition: 4th ed.Language: EnglishDescription: 673 p. ; 24 cm.ISBN: 0137741588Type of document: BookBibliography/Index: Includes bibliographical references and index
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Book Europe Campus
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Print HF5415.2 .G68 1978
(Browse shelf)
Available 000010540
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Includes bibliographical references and index


Preface I PROBLEM FORMULATION 1 Marketing Research-Content and Strategy Introduction. The content of marketing research. Marketing research in practice. The characteristics of marketing management. Decisions under uncertainty-problem formulation from the manager's viewpoint. Decisions under uncertainty-problem formulation from the researcher's viewpoint. Probability theory and decisions. Decisions under uncertainty-choice-criterion models. Summary. Assignment material. 2 Marketing ResearchThe Value and Cost of Decision-Making Information Introduction. The essentials of Bayesian decision theory. The cost and value of research information. Measuring conditional payoffs. The manager-researcher dialogue. Industrial applications of the Bayesian approach. Summary. Assignment material. The Tactics of Marketing Research-Research Design Introduction. Research design. The sources of marketing information. Choosing a research design. Summary. Assignment material. II OBTAINING A N D ORGANIZING RESPONDENT DATA 4 Information from Respondents Introduction. Types of information that Can be obtained from respondents. The sources of error in information from respondents. Summary. Assignment material. The Means of Obtaining Information from Respondents Introduction. Communication. Interviewing media. Observation. Direct versus indirect research techniques-an assessment. Summary. Assignment material. 6 Measurement and Scaling in Marketing Research Introduction. Definitions in research. Measurement. Some introductory remarks on attitude measurement. Data collection methods. Techniques for scaling stimuli. Techniques for scaling respondents. Validity and reliability in attitude scaling. Limitations of scaling procedures. Summary. Assignment material. 7 Sampling Procedures in Marketing Research Introduction. The development of statistical reasoning-a historical note. The decision concerning whether to take a census or a sample. The decision concerning what type of sample t o take. Nonprobability sampling procedures. Probability-sampling designs. The decision concerning what size sample to take. Estimating sample size by traditional methods. The Bayesian approach to sample-size determination. Evaluation of the traditional and Bayesian approaches. Summary. Assignment material. 8 Tabulation of Survey Data Introduction. General comments on data tabulation. A case study. The management problem. The research design. Marginal tabulations. Cross tabulations. Analysis of remaining responses. Recapitulation. Implications of study. Summary. Assignment material. III ANALYZING ASSOCIATIVE DATA 9 Analyzing Associative Data-Basic Concepts Introduction. More on cross tabulation. Chi-square tests. Indexes of agreement. An overview of multivariate procedures. Summary. Assignment material. 10 Multiple and Partial Regression Introduction. Some basic concepts. Multiple and partial regression. Computerized regression. Multicollinearity and related problems. Summary. Assignment material. 11 Experimental Data-Analysis of Variance and Covariance Introduction. The nature of experimentation. Multiple classifications. Computer routines for the analysis of variance and covariance. Interpreting experimental results. Field experimentation in marketing. Summary. Assignment material. ADVANCED TECHNIQUES I N ANALYZING ASSOCIATIVE DATA 12 Other Techniques for Analyzing Criterion-Predictor Association Introduction. Two-group discriminant analysis. Computerized two-group analysis. Multiple discriminant analysis. Automatic interaction detection. Other techniques for criterion-predictor association. Summary. Assignment material. 13 Factor Analysis and Clustering Methods Introduction. Basic concepts of factor analysis. Principal components analysis. Computerized factor analysis. Other topics in factor analysis. Basic concepts of cluster analysis. Applications of cluster analysis. Summary. Assignment material. 14 Multidimensional Scaling and Conjoint Analysis Introduction. MDS fundamentals. The development of MDS. Types of MDS models. Marketing applications of MDS. Potential applications, Fundamentals of conjoint analysis. Analyzing the data. Other aspects of conjoint analysis. Applications of conjoint analysis. Summary. Assignment material. V SELECTED ACTIVITIES I N MARKETING RESEARCH 15 Forecasting Procedures in Marketing Research Introduction. The nature of forecasting. Approaches to forecasting sales. Forecasting techniques. Forecasting market share. Probability forecasting and cost versus value of information. Summary. Assignment material. Brand Positioning and Market Segmentation Introduction. Market strategy formulation. Brand and service positioning. Market segmentation. Positioning and segmentation combinations-a beer company example. Segment-congruence analysis. Summary. Assignment material. 17 Evaluating N e w Marketing Strategies Introduction. New-product development and testing. Testing components of the marketing mix. Large-scale market simulators. Summary. Assignment material. Appendix A Statistical Tables Table A-1 Table A-2 Table A-3 Table A-4 Table A-5 Table A-6 Cumulative normal distribution-values of probability Upper percentiles of the t distribution Percentiles of the x 2 distribution Percentiles of the F distribution Short table of random numbers Short table of random normal deviates Appendix B Marketing Research Cases Appendix C Bibliography: Marketing Applications of Scaling and Multivariate Techniques Index 659

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