Users of this book interested in a basic understanding can obtain it by focusing on chapters 3 through 13 (regression analysis, which is the most useful and widely used of the analytical techmiques). The next most useful chapters are chapters 14 (conjoint analysis, a way to assess customers' preferences), 15, (cluster analysis, means for generating segments), and 16 (factor analysis). Chapters 17-20 pvovide discussions of specialized procedures such as discriminant analysis, logit,multidimensional scaling, and CHAID which are increasingly being used in commrdial settings.
This marks the "rebirth" of a book used for many years in marketing research courses taught by, among others, Lehmann and more recentyly, Gupta and Steckel. The book is based on the premises that (a) research is useful, (b) research skills can be learned, and © not everyone reading this book does so voluntarily. Consequently there are attempts to convey some of the fun as well as the agony involved in doing and using marketing research, while still providing a fairly complete coverage of technical issues.
PART 1 Basic Concepts
Chapter 1 The Role of Maketing Research
Chapter 2 The Value of Information
Chapter 3 The Research Process
Chapter 4 Sources of Information
PART 2 Data Colletion
Chapter 5 Qualitative Research
Chapter 6 Experiments
Chapter 7 Survey Design
Chapter 8 Measurement and Scaling
Chapter 9 Sampling in Marketing Research
Chapter 10 Data Coding and Editing
,etc.