table of contents emr 2

  • 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

    Appendix A: Errors in Research Design

    Appendix B: Experimental Research

    Cases for Part I

  • Part 2: Data Collection
    Chapter 5: Secondary Sources of Marketing DataChapter 6: Marketing Research on the Internet


    Chapter 7: Information Collection: Qualitative and Observational Methods

    Chapter 8: Information from Respondents: Issues in Data Collection

    Chapter 9: Attitude Measurement

    Chapter 10: Designing the Questionnaire

    Chapter 11: Sampling Fundamentals

    Cases for Part II

  • Part 3: Data Analysis
    Chapter 12: Fundamentals of Data AnalysisChapter 13: Hypothesis Testing


    Chapter 14: Correlation Analysis and Regression Analysis

    Cases for Part III

  • Part 4: Applications
    Chapter 15: Presenting the ResultsChapter 16: Applications of Marketing Research
  • Appendix: Tables, Procedure
  • Glossary
  • Index