Table of Contents mr 6
- Part 1: The Nature and Scope of Marketing Research
Chapter 1: A Decision-Making Perspective On Marketing IntelligenceChapter 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 AnalysisChapter 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 AnalysisChapter 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 PromotionChapter 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 symmetryA-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