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This comprehensive, practical, and extremely student-friendly market leader offers the most up-to-date coverage of the current marketing research issues available. Intended primarily for undergraduates, this best-seller emphasizes such important issues as total quality management and global marketing research, integrating both topics throughout the text.
| Preface | vii | ||||
| PART 1 INTRODUCTION | 1 | (104) | |||
|
1 | (26) | |||
|
27 | (22) | |||
|
49 | (24) | |||
|
73 | (32) | |||
| PART 2 BEGINNING STAGES OF THE RESEARCH PROCESS | 105 | (86) | |||
|
105 | (20) | |||
|
125 | (30) | |||
|
155 | (36) | |||
| PART 3 RESEARCH DESIGNS FOR COLLECTING PRIMARY DATA | 191 | (136) | |||
|
191 | (28) | |||
|
219 | (30) | |||
|
249 | (22) | |||
|
271 | (32) | |||
|
303 | (24) | |||
| PART 4 MEASUREMENT CONCEPTS | 327 | (86) | |||
|
327 | (18) | |||
|
345 | (22) | |||
|
367 | (46) | |||
| PART 5 SAMPLING AND FIELDWORK | 413 | (84) | |||
|
413 | (30) | |||
|
443 | (32) | |||
|
475 | (22) | |||
| PART 6 DATA ANALYSIS AND PRESENTATION | 497 | (182) | |||
|
497 | (24) | |||
|
521 | (30) | |||
|
551 | (20) | |||
|
571 | (36) | |||
|
607 | (24) | |||
|
631 | (22) | |||
|
653 | (24) | |||
|
677 | (2) | |||
| PART 7 COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES | 679 | (22) | |||
| PART 8 VIDEO RESEARCH PROJECTS | 701 | (8) | |||
| APPENDIX A STATISTICAL TABLES | 709 | (1) | |||
| GLOSSARY OF FREQUENTLY USED SYMBOLS | 709 | (9) | |||
| GLOSSARY OF TERMS | 718 | (12) | |||
| CREDITS | 730 | (5) | |||
| INDEX | 735 |
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