"With a complete theoretical framework, Marketing Research, 7e is a text with a comprehensive and balanced coverage of both qualitative and quantitative material. It takes the perspective of a marketing research user and reflects current trends in international marketing research, social media, mobile marketing research, ethics etc. The book has a unique applied and managerial orientation, illustrating the interaction between marketing research decisions and marketing management decisions. "

"1) Chapter 5 features a new case study exploring the reasons behind a brand losing its essence among

consumers post-migration.

2)Chapter 20 includes a new research titled Segmentation of Online Usages Behaviour. It takes the example

of an Indian company and shows how segmentation analysis has helped them understand their audience

better and cater to specific needs by coming up with customized offerings and services

3)Chapter 21 carries a new research under the heading ‘Understanding What Activities Are Preferred Online

Across Age Groups'. The findings shed light on why marketers must focus on a specific set of activities for

different age label while promoting their campaigns in order to make the most profit for their organization

4)A new comprehensive case study with real data containing real questionnaires and data sets. The new

case study is Case 4.3: Brand Q Looks at the Future.

Contents :

"PART 1 Introduction and Early Phases of Marketing Research 1

Chapter 1 Introduction to Marketing Research 2

Chapter 2 Defining the Marketing Research Problem and Developing

an Approach 31

PART 2 Research Design Formulation 63

Chapter 3 Research Design 64

Chapter 4 Exploratory Research Design: Secondary and Syndicated Data 92

Chapter 5 Exploratory Research Design: Qualitative Research 124

Chapter 6 Descriptive Research Design: Survey and Observation 180

Chapter 7 Causal Research Design: Experimentation 224

Chapter 8 Measurement and Scaling: Fundamentals and Comparative

Scaling 256

Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques 278

Chapter 10 Questionnaire and Form Design 306

Chapter 11 Sampling: Design and Procedures 343

Chapter 12 Sampling: Final and Initial Sample Size Determination

PART 3 Data Collection, Preparation, Analysis, and Reporting

Chapter 13 Fieldwork

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

CASES

Running Case with Real Data

Case 1.1 HP: Using Marketing Research to Gain a Competitive Edge

Comprehensive Critical Thinking Cases

Case 2.1 Baskin-Robbins: Can It Bask in the Good ‘Ole Days?

Case 2.2 Kid Stuff? Determining the Best Positioning Strategy for Akron

Children's Hospital

Data Analysis Cases with Real Data

Case 3.1 AT&T Wireless: Ma Bell Becomes Ma Again

Case 3.2 IBM: A Top Provider of Computer Hardware, Software,

and Services

Case 3.3 Kimberly-Clark: Competing Through Innovation

Case 3.4 Teenage Shopping Behavior for Clothing Products:

A Comparison of Attitude Toward Local versus Foreign Brand

Case 3.5 Antecedents of Trust in Online Shopping: A Study in the

Indian Context

Case 3.6 Conjoint-Based Preferential Segmentation in the Design of New

Insurance Product: Results from Conjoint, Cluster, ANOVA,

and Cross-Tabulation Analysis

Case 3.7 Cooperation–Relationship Commitment Link in International

Commercial Banking Relationships: The Mediating Role of Trust and

Moderating Role of Power Distance

Case 3.8 Antecedents and Consequences of Trust in B2C Online

Shopping in the Indian Context: Results from Structural

Equation Modeling Analysis Using AMOS

Case 3.9 AEffective Website Design and Purchase Intention: Results from Structural

Equation Modeling Analysis using SmartPLS

Comprehensive Cases with Real Data

Case 4.1 JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions

Case 4.2 Wendy's: History and Life After Dave Thomas

Case 4.3 Brand Q Looks at the Future

Comprehensive Harvard Business School Cases

Case 5.1 The Harvard Graduate Student Housing Survey

Case 5.2 BizRate.Com

Case 5.3 Cola Wars Continue: Coke and Pepsi in the Twenty-First Century

Case 5.4 TiVo in 2002

Case 5.5 Compaq Computer: Intel Inside?

Case 5.6 The New Beetle