Marketing Research

Preface. PART ONE: AN INTRODUCTION TO MARKETING RESEARCH. 1 The Role of Marketing Research in Management Decision Making. 2 The Marketing Research Industry. 3 Problem Definition and the Research Process. PART TWO: CREATING A RESEARCH DESIGN. 4 Secondary Data and Databases. 5 Qualitative Research. 6 Survey Research: The Profound Impact of the Internet. 7 Primary Data Collection: Observation. 8 Primary Data Collection: Experimentation. PART THREE: DATA ACQUISITIONS. 9 The Concept of Measurement. 10 Using Measurement Scales to Build Marketing Effectiveness. 11 Questionnaire Design. 12 Basic Sampling Issues. 13 Sample Size Determination. PART FOUR: DATA ANALYSIS. 14 Data Processing and Fundamental Data Analysis. 15 Statistical Testing of Differences. 16 Bivariate Correlation and Regression. 17 Multivariate Data Analysis. PART FIVE: MARKETING RESEARCH IN ACTION. 18 Communicating the Research Results. 19 Managing Marketing Research and Research Ethics. Appe ndix 1: Comprehensive Cases. Appendix 2: Statistical Tables. Endnotes. Glossary. Index.