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
  • 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