Part 1: Marketing Research, the Research Process, and Problem Definition
Chapter 1: Marketing Research: It's Everywhere!
Chapter 2: Alternative Approaches to Marketing Intelligence
Chapter 3: The Research Process and Problem Formulation
Cases for Part 1
Part 2: Determine Research Design
Chapter 4 Research Design, Exploratory Research, and Qualitative Data
Chapter 5: Descri Research
Chapter 6: Causal Designs
Cases for Part 2
Part 3: Design Data-Collection Methods and Forms
Chapter 7: Data Collection: Scondary Data
Chapter 8: Data Collection: Primary Data
Chapter 9: Questionnaires and Data-Collection Forms
Chapter 10: Attitude Measurement
Appendix 10: Psychological Measurement
Cases for Part 3
Part 4: Sample Design for Data Collection and Sample Size
Chapter 11: Sampling Procedures
Chapter 12: Determining Sample Size
Chapter 13: Collection the Data: Field Procedures and Nosampling Errors
Cases for part 4
Part 5: Data Analysis and interpretationb
Chapter 14: Preprocessing the Data, and Doing Cross-Tabs
Appendix 14: Chi-Square and Related Indices for Cross-Tabs
Chapter 15: Data Analysis-Basic Questions
Appendix 15: Quick Stats Review
Chapter 16: Are My Groups the Same ofr Different?
Appendix 16: Analysis of Variance
Chapter 17: Are These Variables Related?
Appendix 17: Conjoint Analysis
Chapter 18 Multivariate Data Analysis
Appendix 18: More Multivariate Statistical Techniques
Cases for Part 5
Part 6: The Research Report
Chapter 19 The Research Report
Epilogue
Appendix A: Cumulative Probabilities for the Standard Normal Distribution
Appendix B: Critical Values of X2
Appendix C: Critical Values of t
Appendix D: Percentage Points for the F Distribution a=0.5
Glossary
Subject Index
Author Index
