Part 1: The Nature and Scope of Marketing Research

Chapter 1: A Decision-Making Perspective On Marketing Intelligence

Chapter 2: Marketing Research in Practice

Chapter 3: The Marketing Research Process

Chapter 4: Research Design and Implementation

Part 2: Data Collection

Section A : Secondary and Exploratory Research

Chapter 5: Secondary Sources of Marketing Data

Chapter 6: Standardized Sources of Marketing Data

Chapter 7: Marketing Research on the Internet

Chapter 8: Information Collection: Qualitative and Observational Methods

Section B : Descriptive Research

Chapter 9: Information from Respondents: Issues in Data Collection

Chapter 10: Information from Respondents: Survey Methods

Chapter 11: Attitude Measurement

Chapter 12: Designing the Questionnaire

Section C : Causal Research

Chapter 13: Experimentation

Section D : Sampling

Chapter 14: Sampling Fundamentals

Chapter 15: Sample Size and Statistical Theory

Part 3: Data Analysis

Chapter 16: Fundamentals of Data Analysis

Chapter 17: Hypothesis Testing: Basic Concepts and Tests of Associations

Chapter 18: Hypothesis Testing: Means and Proportions

Part 4: Special Topics in Data Analysis

Chapter 19: Correlation Analysis and Regression Analysis

Chapter 20: Discriminant and Canonical Analysis

Chapter 21: Factor and Cluster Analysis

Chapter 22: Multidimensional Scaling and Conjoint Analysis

Chapter 23: Presenting the Results

Part 5:Applications of Marketing Intelligence Applications

Chapter 24: Traditional Applications: Product, Price, Distribution and Promotion

Chapter 25: Contemporary Applications of Marketing Research:

Brand Equity, Customer Satisfaction and Total Quality

Management.

Chapter 26: Emerging Applications of Marketing Research: Database

Marketing, E-Commerce Commerce and Relationship

Marketing.

Appendix: Tables

A-1. Standard Normal Probabilities, Cumulative Probability in Right-Hand Tail for Positive Values of z;- Areas are formed by symmetry

A-2. X2 Critical Points

A-3. F Critical Points

A-4. t Critical Points

A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS

A-6. Output of Select Tables in SPSS

• Glossary
• Index