Marketing research

This text is centred around a conceptual model of Marketing Research, which provides a strong learning framework for students. 'Marketing Research', Asia-Pacific edition makes the subject interesting and relevant to students by placing marketing research activity in the context of the profession. Case studies, exercises and advice on market research projects take a central role in this adaptation, so that students will learn by doing. The text includes recent research, examples and data sets from the Asia Pacific region. Industry-standard SPSS is integrated throughout. This edition has been structured to suit a one-semester course.1. The role of marketing research and the research process -- 2. Problem definition and the research process -- 3. Exploratory research and qualitative analysis -- 4. Digital research using secondary data -- 5. Survey research -- 6. Observation -- 7. Experimental research and test marketing -- 8. Measurement -- 9. Questionnaire design -- 10. Sampling: Sample design and sample size -- 11. Editing and coding: Transforming raw data into information -- 12. Univariate statistical analysis: A recap of inferential statistics -- 13. Bivariate statistical analysis: Tests of differences -- 14. Bivariate statistical analysis: Tests of association -- 15. Multivariate statistical analysis -- 16. Communicating research results: Research report, oral presentation and follow up -- Appendices.Asia Pacific ed