References

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Marketing Research Textbooks and Articles (All materials used by permission)

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Fundamentals of Marketing Research covers all facets of advanced marketing research including method, technique, and analysis at all levels. 900 pages.

Fundamentals of Marketing Research

Scott M. Smith

Brigham Young University

Gerald S. Albaum

University of New Mexico
Product Samples and Material to Download

Chapter 6. Online Marketing Research

Chapter 10. Measurement and Scaling in Marketing Research

Chapter 11. Designing Questionnaires

An Online Marketing Models text that explains the basic of building marketing models. This text is available at no charge.

Introduction to Marketing Models
By permission of Scott M. Smith, and William R. Swinyard, Professors of Marketing, Brigham Young University

Having people describe a brand by picking attributes from a list is a quick and simple way to assess brand performance and positioning . When used for online survey research, such pick data also can save time and consequently reduce respondent dropout rates . But, while correspondence analysis can accurately measure brand performance, how we collect the pick data can affect the results . This article outlines how best to collect pick data and construct a multi-brand sample in order to optimize pick data reliability and discriminating power.

Using Correspondence Analysis To Map Relationships
By permission of David B. Whitlark and Scott M. Smith, Professors of Marketing, Brigham Young University

Having people describe a brand by picking attributes from a list is a quick and simple way to assess brand performance and positioning . When used for online survey research, such pick data also can save time and consequently reduce respondent dropout rates . But, while correspondence analysis can accurately measure brand performance, how we collect the pick data can affect the results . This article outlines how best to collect pick data and construct a multi-brand sample in order to optimize pick data reliability and discriminating power.


By permission of David B. Whitlark and Scott M. Smith, Professors of Marketing, Brigham Young University 		Internet Shopper Segmentation
By permission of Chad R. Allred, Scott M. Smith, and William R. Swinyard, Professors of Marketing, Marriott School of Management, Brigham Young University

Advanced Techniques and Technologies in Online Research
By permission of Scott M. Smith, Professor of Marketing, Marriott School of Management, Brigham Young University; Jared Smith, Operations Manager, Google AdSense; and Chad R. Allred, Marriott School of Management, Brigham Young University
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