本书是市场营销研究*经典的教材之一,作者在市场营销研究方法方面造诣颇深。全书按照营销研究的过程进行组织,从问题定义开始,经过研究设计,决定数据收集方法,然后进行数据收集、分析与解释,*后提交研究报告。本书还介绍了各种研究方法的优点和缺点,以使学生能更深刻地理解并能正确地运用各种研究方法。本教材适用于市场营销专业本科生、研究生以及从事营销调研的专业人士。
◎本书特别设计了许多栏目来锻炼学生的营销调研技巧:案例、问题、伦理两难、研究现状等。
◎第9版在必要的章节精简了相关内容,使之更容易为学生理解。
◎第9版在每章的前面增加了学习目标,让学生更清楚他们所要学习的内容。
◎第9版增设了边框,对重要内容进行总结。
◎第9版对25%的案例进行了更新。

Marketing research is complicated—it requires answers to many questions and tough decisions are made at each step in the process, for example, techniques to be used to solve the research problem. In Marketing Research: Methodological Foundations, we provide an overarching framework so that students won't become overwhelmed by the bits and pieces, but instead will be able to see the interrelationships of the parts to the whole. This appreciation is important because decisions made at one stage in the marketing research process have consequences at other stages. Managers must be aware of the subtle and pervasive interactions among the parts of the research process in order to be appropriately confident about a particular research result.
Marketing Research: Methodological Foundations attempts to serve both the marketing manager and marketing researchers by its basic organization through the stages of the research process. These stages form the structure of the book:
1. Formulate the problem.
2. Determine the research design.
3. Design the data-collection methods and forms.
4. Design the sample and collect the data.
5. Analyze and interpret the data.
6. Prepare the research report.
Breaking down the steps allows students to see the forest from the trees, and also provides instructors a great deal of latitude in what is covered. An instructor's decision about what to cover will depend, of course, on the background, interests, and preparation of the students, and on the time provided in the curriculum for marketing research. Given the flexibility in the structure of this book, Marketing Research: Methodological Foundations can be used in a variety of marketing research course sequences: one- or two-quarter sequences, semester courses, and so on. The first eight editions of the book have been used at all levels: undergraduate, graduate, and executive courses.

Part 1: Marketing Research, the Research Process, and Problem Definition
Chapter 1: Marketing Research: It's Everywhere!
Chapter 2: Alternative Approaches to Marketing Intelligence
Chapter 3: The Research Process and Problem Formulation
Cases for Part 1
Part 2: Determine Research Design
Chapter 4 Research Design, Exploratory Research, and Qualitative Data
Chapter 5: Descri Research
Chapter 6: Causal Designs
Cases for Part 2
Part 3: Design Data-Collection Methods and Forms
Chapter 7: Data Collection: Scondary Data
Chapter 8: Data Collection: Primary Data
Chapter 9: Questionnaires and Data-Collection Forms
Chapter 10: Attitude Measurement
Appendix 10: Psychological Measurement
Cases for Part 3
Part 4: Sample Design for Data Collection and Sample Size
Chapter 11: Sampling Procedures
Chapter 12: Determining Sample Size
Chapter 13: Collection the Data: Field Procedures and Nosampling Errors
Cases for part 4
Part 5: Data Analysis and interpretationb
Chapter 14: Preprocessing the Data, and Doing Cross-Tabs
Appendix 14: Chi-Square and Related Indices for Cross-Tabs
Chapter 15: Data Analysis-Basic Questions
Appendix 15: Quick Stats Review
Chapter 16: Are My Groups the Same ofr Different?
Appendix 16: Analysis of Variance
Chapter 17: Are These Variables Related?
Appendix 17: Conjoint Analysis
Chapter 18 Multivariate Data Analysis
Appendix 18: More Multivariate Statistical Techniques
Cases for Part 5
Part 6: The Research Report
Chapter 19 The Research Report
Epilogue
Appendix A: Cumulative Probabilities for the Standard Normal Distribution
Appendix B: Critical Values of X2
Appendix C: Critical Values of t
Appendix D: Percentage Points for the F Distribution a=0.5
Glossary
Subject Index
Author Index
……

本书是市场营销研究*经典的教材之一,作者在市场营销研究方法方面造诣颇深。全书按照营销研究的过程进行组织,从问题定义开始,经过研究设计,决定数据收集方法,然后进行数据收集、分析与解释,*后提交研究报告。本书还介绍了各种研究方法的优点和缺点,以使学生能更深刻地理解并能正确地运用各种研究方法。
本教材适用于市场营销专业本科生、研究生以及从事营销调研的专业人士。