 Marketing Research Essentials, 5th Edition
ISBN: 978-0-471-68476-3
Paperback
512 pages
February 2005
US $125.95
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1. The Role of Marketing Research in Management Decision Making.
2. The Marketing Research Industry.
3. Problem Definition and the Research Process.
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.
9. The Concept of Measurement.
10. Using Measurement Scales to Build Marketing Effectiveness.
11. Questionnaire Design.
12. Basic Sampling Issues.
13. Sample Size Determination.
14. Data Processing and Fundamental Data Analysis.
15. Statistical Testing of Differences.
16. Bivariate Correlation and Regression.
17. Multivariate Data Analysis.
18. Communicating the Research Results.
19. Managing Marketing Research and Research Ethics.
Appendix 1: Comprehensive Cases.
Appendix 2: Statistical Tables.
Endnotes.
Glossary.
Index.
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