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MARKETING RESEARCH. APPLIED INSIGHT 6ED

Daniel Nunan , David F. Birks y Naresh K. Malhotra

Editorial: Pearson Global Editions

Edition: 6

publication date: 2020

ISBN: 9781292308722

ISBN ebook: 9781292308746

pages: 971

Language: Inglés

Preface
Publishers acknowledgements
About the authors
1. Introduction to marketing research and insight
2. Defining the research problem and developing a research approach
3. Research design
4. Secondary data collection and analysis
5. Internal secondary data and analytics
6. Qualitative research: its nature and approaches
7. Qualitative research: focus group discussions
8. Qualitative research: in-depth interviewing and projective techniques
9. Qualitative research: data analysis
10. Survey and quantitative observation techniques
11. Causal research design: experimentation
12. Measurement and scaling: fundamentals, comparative and non-comparative scaling
13. Questionnaire design
14. Sampling: design and procedures
15. Sampling: determining sample size
16. Survey fieldwork
17. Social media research
18. Mobile research
19. Data integrity
20. Frequency distribution, cross-tabulation and hypothesis testing
21. Analysis of variance and covariance
22. Correlation and regression
23. Discriminant and logit analysis
24. Factor analysis
25. Cluster analysis
26. Multidimensional scaling and conjoint analysis
27. Structural equation modelling and path analysis
28. Communicating research findings
29. Business-to-business (b2b) marketing research
30. Research ethics, privacy and trust
Glossary

*The digital edition does not include access codes to additional material or programs mentioned in the book.

Marketing Research: Applied Insight, 6th Edition, by Nunan, Birks and Malhotra is the leading marketing research text focused on the key challenges facing marketing research in a European context. This comprehensive text offers a clear explanation and discussion of concepts, and a wealth of European and international case material showing how researchers apply concepts and techniques.

This book supports both qualitative and quantitative research methods through:

Introducing the transactional stages of marketing research of problem definition, developing approach and design, data collection, analysis and communicating the research findings
Using real research case studies of how companies address specific managerial problems and implement research, as well as real-life marketing situations and exercises to tackle in every chapter
Applying marketing research to current marketing challenges such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design, and socially responsible marketing

Daniel Nunan
Henley Business School, University of Portsmouth, Birkbeck, University of London

David F. Birks
Winchester Business School

Naresh K. Malhotra