Description
Book SynopsisDr Daniel Nunan is Reader and Head of Department at the University of Portsmouth. Previously, he taught at Birkbeck, University of London and Henley Business School, University of Reading. Prior to his academic career, Daniel held senior roles in the financial services and technology sectors.
Professor David F. Birks is Emeritus Professor of Marketing at the University of Winchester. Previously, he served as Dean of the Faculty of Business, Law and Sport, and Director of Winchester Business School. David has also worked at the universities of Southampton, Bath and Strathclyde. He is a committee member of the Association of Survey Computing (ASC).
Dr Naresh K. Malhotra is Senior Fellow at Georgia Tech CIBER and Regents' Professor Emeritus at Scheller College of Business, Georgia Institute of Technology, USA. He has consulted for business, non-profit and government organisations across the globe, and has received numero
Table of Contents
- 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
