table of contents mr 10
- 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 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: Database Marketing, E-Commerce, Mobile Marketing, Social Marketing, Experiential Marketing, Relationship Marketing, and Customer Intelligence
- Section A: Secondary and Exploratory Research
- Appendix: Tables
- A-1. Standard Normal Probabilities
- A-2. X2 Critical Points
- A-3. F Critical Points
- A-4. Cut-Off Points for the Student’s t-Distribution
- A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS
- A-6. Output of Select Tables in SPSS
- Glossary
- Index