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Part 1: The Role and Value of Marketing Research Information
Chapter 1: Marketing Research for Managerial Decision Making
Chapter 2: The Marketing Research Process and Proposals
Part 2: Designing the Marketing Research Project
Chapter 3: Secondary Data, Literature Reviews, and Hypotheses
Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches
Chapter 5: Descriptive, Predictive and Causal Research Designs
Part 3: Gathering and Collecting Accurate Data
Chapter 6: Sampling: Theory and Methods
Chapter 7: Measurement and Scaling
Chapter 8: Designing the Questionnaire
Part 4: Data Preparation, Analysis, and Reporting the Results
Chapter 9: Qualitative Data Analysis
Chapter 10: Preparing Data for Quantitative Analysis
Chapter 11: Basic Data Analysis for Quantitative Research
Chapter 12: Examining Relationships in Quantitative Research
Chapter 13: Communicating Marketing Research Findings
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