thought leadership

Marketing Research
by Donald R. Lehmann, Sunil Gupta, Joel H. Steckel

Marketing Research provides readers with a complete analysis of the benefits and pitfalls of various research methods and contains state-of-the-art and up-to-date coverage of marketing research related topics. It is written as a guide for users of market research, emphasizing the basic procedures that are used by researchers. This includes practical knowledge for designing and analyzing market research studies that focuses on real-world applications.

The book covers the topics of data collection including qualitative research, experiments and surveys, measurement and scaling and data coding. It offers an in depth look at analytical methods, focusing on regression analysis, the most widely used analytical technique in marketing research. It also covers conjoint analysis, cluster analysis and factor analysis, along with several other analysis techniques used by marketing researchers. Finally, Marketing Research provides many examples and cases, along with sample outputs from popular statistics software, to illustrate the collection and analysis of research data.

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