Fundamentals of Marketing Research

Preface Part I: What is Marketing Research? 1. The Nature of Marketing Research 2. Planning for Marketing Research and the Research Process 3. Research Design Cases for Part I Part II: Techniques for Obtaining Data 4. Secondary Data and Sources 5. Information From Respondents 6. Online Marketing Research 7. Qualitative Research and Observation 8. Experimentation Cases for Part II Part III: Measurement 9. General Concepts of Measurement 10. Measurement and Scaling in Marketing Research 11. Designing Questionnaires Cases for Part III Part IV: Sampling 12. Sampling Procedures in Marketing Research 13. Sample Size Cases for Part IV Part V: Analyzing Data 14. The Analysis Process--Basic Concepts of Editing, Coding, and Descriptive Analysis 15. Hypothesis Testing and Univariate Analysis 16. Bivariate Analysis: Differences Between Sample Groups 17. Bivariate Analysis: Measures of Association 18. Multivariate Statistical Analysis 19. Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint Analysis Cases for Part V Part VI: The Research Report 20. Reporting Research Results Appendix A: Statisitcal Tables Glossary of Terms Name Index Subject Index About the Authors