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Table of Contents
1 The Role of Marketing Research in Management Decision Making 1
2 The Marketing Research Industry and Research Ethics 21
3 Problem Definition, Exploratory Research, and the Research Process 57
4 Secondary Data and Databases 89
5 Qualitative Research 116
6 Traditional Survey Research 151
7 Online Marketing Research 177
8 Primary Data Collection: Observation 213
9 Primary Data Collection: Experimentation and Test Markets 242
10 The Concept of Measurement 276
11 Using Measurement Scales to Build Marketing Effectiveness 302
12 Questionnaire Design 335
13 Basic Sampling Issues 379
14 Sample Size Determination 406
15 Data Processing And Fundamental Data Analysis 435
16 Statistical Testing Of Differences And Relationships 470
17 Bivariate Correlation and Regression 514
18 Multivariate Data Analysis 540
19 Communicating The Research Results 585
20 Managing Marketing Research 607
Photo Credits PC-1
Appendix 1: Comprehensive Cases A-1
A: Biff Targets an Online Dating Service for College Students A-2
B: Freddy Favors Fast Food and Convenience for College Students A-5
C: Superior Online Student Travel—A Cut Above A-9
D: Rockingham National Bank Visa Card Survey A-13
Appendix 2: Considerations in Creating a Marketing Plan A-21
Appendix 3: Statistical Tables A-25