Basic Marketing Research

Part 1 Introduction and Early Phases of Marketing Research
Chapter 1    Introduction to Marketing Research
Chapter 2    Defining the Marketing Research Problem and Developing an Approach
Part 2 Research Design Formulation
Chapter 3    Research Design
Chapter 4    Exploratory Research Design: Secondary Data
Chapter 5    Exploratory Research Design: Syndicated Sources of Secondary Data
Chapter 6    Exploratory Research Design: Qualitative Research
Chapter 7    Descriptive Research Design: Survey and Observation
Chapter 8    Causal Research Design: Experimentation
Chapter 9    Measurement and Scaling: Fundamentals and Comparative Scaling
Chapter 10    Measurement and Scaling: Noncomparative Scaling Techniques
Chapter 11    Questionnaire and Form Design
Chapter 12    Sampling: Design and Procedures
Chapter 13    Sampling: Final and Initial Sample Size Determination
Part 3 Data Collection, Analysis, and Reporting
Chapter 14    Field Work: Data Collection
Chapter 15    Data Preparation and Analysis Strategy
Chapter 16    Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
Chapter 17    Data Analysis: Hypothesis Testing Related to Differences
Chapter 18    Data Analysis: Correlation and Regression
Chapter 19    Report Preparation and Presentation
RUNNING CASE
Case 1.1 Hewlett Packard (HP): Using Marketing Research to Gain a Competitive Edge
COMPREHENSIVE CRITICAL THINKING CASES
Case 2.1  American Idol: A Big Hit for Marketing Research?
Case 2.2  Baskin-Robbins: Can it Bask in the Good `Ole Days?
Case 2.3  Kid stuff?: Determining the Best Positioning Strategy for Akron Children’s Hospital
COMPREHENSIVE CASES WITH QUESTIONNAIRES AND REAL DATA
Case 3.1 Bank of America: Leading the American Way
Case 3.2  McDonald’s: The World’s Number One Fast Food Company!
Case 3.3  Boeing: Taking Flight