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Table of Contents
|The Role of Marketing Research|
|Information Systems and Knowledge Management|
|The Marketing Research Process|
|The Human Side of Marketing Research: Organizational and Ethical Issues|
|Beginning Stages Of The Research Process|
|Problem Definition: Jump-Starting the Research Process|
|Qualitative Research Tools|
|Secondary Data Research in a Digital Age|
|Research Designs For Collecting Primary Data|
|Survey Research: An Overview|
|Survey Research: Basic Methods of Communication with Respondents|
|Experimental Research: An Overview|
|Test-Markets and Experimental Design|
|Sampling And Fieldwork|
|Sampling Designs and Sampling Procedures|
|Determination of Sample Size: A Review of Statistical Theory|
|Data Analysis And Presentation|
|Editing and Coding: Transforming Raw Data into Information|
|Basic Data Analysis: Descriptive Statistics|
|Univariate Statistical Analysis|
|Bivariate Statistical Analysis: Differences Between Two Variables|
|Bivariate Statistical Analysis: Measures of Association|
|Introducing Multivariate Statistical Analysis|
|Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up|
|Comprehensive Cases With Computerized Databases|
|Appendix: Statistical Tables|
|Glossary of Frequently Used Symbols|
|Glossary + Endnotes|
|Table of Contents provided by Publisher. All Rights Reserved.|