The Marketing Book 5th Edition

182 The Marketing Book Advantages of group discussions Cost and speed; since a large number of respondents are being ‘processed’ ...

Marketing research 183 therefore, a flexibility of approach is essential – the interviewer must be able to alter and adapt to ch ...

184 The Marketing Book Projective exercises may be classed as struc- tured–indirect research techniques and they receive their n ...

Marketing research 185 research projects are not intended to measure such tangible factors; some measurements are far more compl ...

186 The Marketing Book makes different assumptions regarding the way in which the numbers reflect the situation under measuremen ...

Marketing research 187 investigation becomes manifest. Attitudes, though internal to the subject, are conditioned through extern ...

188 The Marketing Book Rank order scales Respondents are asked to rank order a list of objects/items against a stated criterion, ...

Marketing research 189 scores may then be compared with other individuals with respect to the same object, or two or more object ...

190 The Marketing Book Probability sampling techniques The units which constitute a probability sample are selected randomly, wi ...

Marketing research 191 they are sampled using a system called the probability proportionate to size method. Thus, if a county ha ...

192 The Marketing Book method, it is quick to use and relatively simple to administrate – it does not require a sampling frame. ...

Marketing research 193 Luck and Rubin (1987) define statistical analy- sis as ‘... the refinement and manipulation of data that ...

194 The Marketing Book more sophisticated methods of analysis are required, then consideration should be given as to which parti ...

Marketing research 195 Conclusion Marketing research should not be carried out merely for its own sake; it is a business techniq ...

196 The Marketing Book Proctor, T (1997) Essentials of Marketing Research, Pitman, London. Radas, S. and Shugan, S. M. (1998) Se ...

CHAPTER 9 Quantitative methods in marketing LUIZ MOUTINHO and ARTHUR MEIDAN Introduction Marketing was one of the last of the ma ...

198 The Marketing Book In this way, most of the models and tech- niques can be analysed. Their validity can be judged from their ...

Multivariate Methods Regression and Forecasting Techniques Simulation Fuzzy Sets Statistical Decision Theory (or Stochastic Meth ...

200 The Marketing Book company’s major objective is to maximize total profits by establishing optimal sales target volumes and m ...

Quantitative methods in marketing 201 second, to classify respondents into typologies. The latent class model treats the manifes ...