Preface | |
Introduction | |
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 | |
Observation | |
Experimental Research: An Overview | |
Test-Markets and Experimental Design | |
Measurement Concepts | |
Measurement | |
Attitude Measurement | |
Questionnaire Design | |
Sampling And Fieldwork | |
Sampling Designs and Sampling Procedures | |
Determination of Sample Size: A Review of Statistical Theory | |
Fieldwork | |
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 | |
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