Marketing Research or Successful Project Management

Marketing Research

Author: David A Aaker

This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision-making. The body of the text takes a micro-level approach, detailing each step of the marketing research process using a decision-oriented perspective. The authors wrap up with a macro-level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.

Booknews

This new edition of a textbook incorporates information on online marketing research related to the Internet. After a brief macro-level discussion of the overarching issues of marketing research and how it fits into organizations, the bulk of the text consists of micro-level approaches to such topics as data collection, descriptive research, data analysis, and applications. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

Pt. I	Nature and Scope of Marketing Research
Ch. 1	A Decision-Making Perspective on Marketing Research	1
Ch. 2	Marketing Research in Practice	22
Ch. 3	The Marketing Research Process	41
Ch. 4	Research Design and Implementation	71
Pt. II	Data Collection
Ch. 5	Secondary Sources of Marketing Data	105
Ch. 6	Standardized Sources of Marketing Data	132
Ch. 7	Marketing Research on the Internet	160
Ch. 8	Information Collection: Qualitative and Observational Methods	186
Ch. 9	Information from Respondents: Issues in Data Collection	217
Ch. 10	Information from Respondents: Survey Methods	234
Ch. 11	Attitude Measurement	272
Ch. 12	Designing the Questionnaire	306
Ch. 13	Experimentation	337
Ch. 14	Sampling Fundamentals	372
Ch. 15	Sample Size and Statistical Theory	405
Pt. III	Data Analysis
Ch. 16	Fundamentals of Data Analysis	438
Ch. 17	Hypothesis Testing: Basic Concepts and Tests of Associations	461
Ch. 18	Hypothesis Testing: Means and Proportions	482
Pt. IV	Special Topics in Data Analysis
Ch. 19	Correlation Analysis and Regression Analysis	523
Ch. 20	Discriminant and Canonical Analysis	559
Ch. 21	Factor and Cluster Analysis	582
Ch. 22	Multidimensional Scaling and Conjoint Analysis	615
Ch. 23	Presenting the Results	645
Pt. V	Applications
Ch. 24	Traditional Applications of Marketing Research: Product Price, Distribution, and Promotion	664
Ch. 25	Contemporary Applications of Marketing Research	706
Ch. 26	Emerging Applications of Marketing Research: Database Marketing and Relationship Marketing	731
	Appendix: Tables	749
	Glossary	757
	Index	767

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Successful Project Management: A Step-by-Step Approach with Practical Examples

Author: Gregory D Githens

Following PMI's Project Management Body of Knowledge (PMBOK) throughout, Successful Project Management, Fourth Edition includes new material in every chapter, with revisions throughout the book reflecting the latest cost estimating and project management software tools. This exciting text continues to be an easy-to-follow primer, specifically addressing the needs of the beginning project manager. Dividing the management of projects into 5 general activities 1) defining the project's goals, 2) planning the work, 3) leading the team, 4) monitoring progress, and 5) completing the project, the book provides a straight-ahead, step-by-step process to getting a project done on schedule, under budget, and according to performance specifications. There is also new, expanded coverage of new product development projects.

Booknews

The author breaks the project management process down into 22 distinct steps, grouped into five phases of: defining project goals, planning the work, leading the team, monitoring progress, and completing the project. Throughout the text he integrates coverage of the latest cost estimating and project management software. Annotation c. by Book News, Inc., Portland, Or.