Table of Contents MR7

  • 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