Includes index

Cover; Title Page; Copyright; Preface; Contents; Part I The Nature and Scope of Marketing Research; Chapter 1 A Decision-Making Perspective on Marketing Intelligence; Learning Objectives; An Overview of Business Intelligence; Introduction to Marketing Intelligence; Marketing Research; Role of Marketing Research in Managerial Decision-Making; Factors that Influence Marketing Research Decisions; Use of Marketing Research; Ethics in Marketing Research; The Respondent's Ethics and Rights; International Marketing Research; Summary; Questions and Problems; End Notes Case 1-1: Preteen Market-The Right Place to Be In for Cell Phone Providers?Case 1-2: Best Buy on a Segmentation Spree; Case 1-3: Ethical Dilemmas in Marketing Research; Chapter 2 Marketing Research in Practice; Learning Objectives; Information Systems, Decision Support Systems, and Marketing Research; Marketing Decision Support Systems; Suppliers of Information; Criteria for Selecting External Suppliers; Career Opportunities in Marketing Research; Summary; Questions and Problems; End Notes; Appendix: Marketing Research Jobs; Chapter 3 The Marketing Research Process; Learning Objectives Overview of the Marketing Research ProcessThe Preliminary Stages of the Marketing Research Process; Planning a New HMO; The International Marketing Research Process; Summary; Questions and Problems; End Notes; Case 3-1: A VideOcart Test for Bestway Stores; Case 3-2: Philip Morris Enters Turkey; Chapter 4 Research Design and Implementation; Learning Objectives; Research Approach; Research Tactics and Implementation; Budgeting and Scheduling the Research Project; Research Proposal; Designing International Marketing Research; Issues in International Research Design; Summary Questions and ProblemsEnd Notes; Appendix: Errors in Research Design; Case 4-1: Reynolds Tobacco's Slide-Box Cigarettes; Cases for Part I; Case I-1: Clover Valley Dairy Company; Part II Data Collection; Section A: Secondary and Exploratory Research; Chapter 5 Secondary Sources of Marketing Data; Learning Objectives; Secondary Data; Uses of Secondary Data; Benefits of Secondary Data; Limitations of Secondary Data; Internal Sources of Secondary Data; External Sources of Secondary Data; Census Data; North American Industry Classification System; Appraising Secondary Sources Applications of Secondary DataSources of Secondary Data for International Marketing Research; Problems Associated with Secondary Data in International Research; Applications of Secondary Data in International Research; Summary; Questions and Problems; End Notes; Case 5-1: Barkley Foods; Case 5-2: Dell in Latin America?; Chapter 6 Standardized Sources of Marketing Data; Learning Objectives; Retail Store Audits; Consumer Purchase Panels; Scanner Services and Single-Source Systems; Media-Related Standardized Sources; Applications of Standardized Sources of Data; Summary; Questions and Problems

eng.