table of contents emr 1
- Part 1: The Nature and Scope of Marketing Research
Chapter 1: A Decision-Making Perspective On Marketing ResearchChapter 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: Attitude Measurement
Chapter 11: Designing the Questionnaire
Section C : Causal Research
Chapter 12: Experimentation
Section D : Sampling
Chapter 13: Sampling Fundamentals
- Part 3: Data Analysis
Chapter 14: Fundamentals of Data AnalysisChapter 15: Hypothesis Testing: Basic Concepts and Tests of Associations
Chapter 16: Hypothesis Testing: Means and Proportions
Chapter 17: Correlation Analysis and Regression Analysis
- Part 4: Application
Chapter 18: Presenting the ResultsChapter 19: Applications of Marketing Research
- Appendix: Tables
A-1. Standard Normal ProbabilitiesA-2. X2 Critical Points
A-3. F Critical Points
A-4. t Critical Points
- Glossary
- Index