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The Handbook of Marketing Research

The Handbook of Marketing Research
Uses, Misuses, and Future Advances

July 2012 | 720 pages | SAGE Publications, Inc
Accessible and reader-friendly this handbook promotes the curent overarching business philosophy of customer/market focus by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses.

Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.

Rajiv Grover
Introduction: The Changing World of Marketing Research
PART I: Foundational Design
Rajiv Grover and Marco Vriens
1. Trusted Adviser: How It Helps Lay the Foundations for Insights
Marco Vriens and Rajiv Grover
2. Structuring Market Research Departments and Processes for Optimal Impact
Lindsay Zaltman and Gerald Zaltman
3. What Do "Really Good" Managers and "Really Good" Researchers Want of One Another?
PART II: Data Collection
Eric J. Arnould and Amber Epp
4. Deep Engagement With Consumer Experience: Listening and Learning With Qualitative Data
Naresh K. Malhotra
5. Questionnaire Design and Scale Development
Hans Baumgartner and Jan-Benedict E. M. Steenkamp
6. Response Biases in Marketing Research
Jeff Miller
7. Online Marketing Research
Scott M. Smith, Jared Smith, and Chad R. Allred
8. Advanced Techniques and Technologies in Online Research
Dan Mallett
9. Sampling and Weighting
Marco Vriens and Sandip Sinharay
10. Dealing With Missing Data in Surveys and Databases
PART III: Analysis and Modeling
Scott M. Smith and Gerald S. Albaum
11. Basic Data Analysis
Gary L. Lilien and Arvind Rangaswamy
12. Marketing Decision Support Models: The Marketing Engineering Approach
Donald R. Lehmann
13. Using Regression to Answer "What If"
Raghuram Iyengar and Sunil Gupta
14. Advance Regression Models
David Bakken and Curtis L. Frazier
15. Conjoint Analysis: Understanding Consumer Decision Making
Warren F. Kuhfeld
16. Construction of Efficient Designs for Discrete Choice Experiments
Victoria Savalei and Peter M. Bentler
17. Structural Equation Modeling
Subhash Sharma and Ajith Kumar
18. Cluster Analysis and Factor Analysis
Wayne S. DeSarbo, Wagner A. Kamakura, and Michel Wedel
19. Latent Structure Regression
Greg M. Allenby and Peter E. Rossi
20. Hierachical Bayes Models
Pradeep K. Chintagunta and Xiaojing Dong
21. Hazard/Survival Models in Marketing
Christopher R. Stephens and R. Sukumar
22. An Introduction to Data Mining
PART IV: Conceptual Applications
Allan L. Baldinger and William A. Cook
23. Ad Testing
Gerard J. Tellis
24. Modeling Marketing Mix
William R. Dillon and Soumen Mukherjee
25. A Guide to the Design and Execution of Segmentation Studies
Kevin Lane Keller
26. Measuring Brand Equity
Richard L. Oliver
27. Customer Satisfaction Research
Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml
28. Measuring Customer Equity and Calculating Marketing ROI
V. Kumar
29. Customer Lifetime Value
V. Kumar
30. International Marketing Research
Gerrit H. Van Bruggen and Berend Wierenga
31. Marketing Management Support Systems and Their Implications for Marketing Research
Author Index
Subject Index
About the Editors
About the Contributors

"This handbook comprehensively explores approaches for delivering market insights for fact-based decision-making in a market-oriented firm. Divided into four parts, it addresses: (1) the different nuances of delivering insights, (2) quantitative, qualitative, and online data gathering techniques, (3) basic and advanced data analysis methods, and (4) the substantial marketing issues that clients are interested in receiving through marketing research. It is a valuable resource for all studetns and instructors of marketing research."

Indiana University

"Grover and Vriens have blended the contributions of 48 well-qualified academics and professionals to produce a comprehensive, in-depth guide to modern market research. A unique feature of this work is its emphasis on the potential of market research as a generator of marketing insights, this positioning market research as a trusted adviser. This handbook can serve as an up-to-date reference for market research suppliers as well as a guide for users. Highly Recommended."

W. C. Struning
Seton Hall University

"In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text.  I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book."  

                                                                                    —Guldem Gokcek, JOURNAL OF MARKETING

Guldem Gokcek
New York University
Journal of Marketing - July 2007, Volume 71, Number 3

Sample Materials & Chapters

Chapter 1

Chapter 8

Chapter 19

Rajiv Grover

Dr. Rajiv Grover is the Head of the Marketing Department and holder of the Terry Chair of Marketing at the Terry College of Business, The University of Georgia in Athens, Georgia. The Department of Marketing houses the unique Master of Marketing Research program, and through the Department’s Center of Marketing Studies it conducts several executive programs in Marketing Research. Dr. Grover has received several honors for his research and teaching efforts including the O'Dell award for the best paper in the Journal of Marketing Research and the Hugh O. Nourse Outstanding MBA Teacher Award. He received a Ph.D. degree in Marketing from... More About Author

Marco Vriens

Dr. Marco Vriens is Group Research Manager at Microsoft Corp. Prior to joining Microsoft, he was the Chief Research Officer at Millward Brown IntelliQuest and Sr. Vice President at Research International. Prior to that, he was Professor of Marketing Research at the University of Groningen in the Netherlands. He has co-authored seminal papers on market segmentation, conjoint analysis, and choice modeling. His current interests are in the areas of strategic market research and market research organizational issues. Dr. Vriens has published more than 50 papers in a wide variety of journals. He has received several Best Paper awards including... More About Author

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ISBN: 9781412909976

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