table of contents mr9

  • 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
    • Chapter 24: Traditional Applications: Product, Price, Distribution and Promotion
    • Chapter 25: Contemporary Applications: Competitive Advantage, Brand Equity, Customer Satisfaction and Total Quality Management
    • Chapter 26: Emerging Applications: E-Commerce, Relationship Marketing, and Customer Intelligence
  • Appendix: Tables
    • A-1. Standard Normal Probabilities
    • 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