An Introduction to Marketing Research | p. 1 |
The Role of Marketing Research in Management Decision Making | p. 1 |
The Marketing Research Process | p. 23 |
The Marketing Research Industry and Research Ethics | p. 41 |
Creating a Research Design | p. 66 |
Secondary Data, Databases, the Internet, and Decision Support Systems | p. 66 |
Qualitative Research | p. 96 |
Primary Data Collection: Observation | p. 132 |
Primary Data Collection: Survey Research | p. 154 |
Primary Data Collection: Experimentation | p. 194 |
Data Acquisition | p. 225 |
The Concept of Measurement and Attitude Scales | p. 225 |
Questionnaire Design | p. 263 |
Basic Sampling Issues | p. 299 |
Sample Size Determination | p. 328 |
Data Analysis | p. 349 |
Data Processing, Basic Data Analysis, and Statistical Testing of Differences | p. 349 |
Correlation and Regression Analysis | p. 394 |
Marketing Research in Action | p. 422 |
Communicating the Research Results | p. 422 |
App. Statistical Tables | p. 454 |
Glossary | p. G-1 |
Endnotes | p. E-1 |
Index | p. I-1 |
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