Do you know the six stages of successful marketing research? Find out with MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS. Inside you'll learn about all stages, plus how to make them work for you in real-world situations. This textbook continues to be the market leader because of its balanced coverage and its easy-to-understand presentation. Get a solid foundation in class and preparation for the future.
Part 1: Marketing Research, the Research Process, and Problem Definition
Chapter l : Marketing Research: A Pervasive Activity
Chapter 2: Alternative Approaches to Marketing Intelligence
Chapter 3: The Research Process and Problem Formulation
Cases.for Part 1
Part 2: Determine Research Design
Chapter 4: Research Design
Chapter 5: Causal Designs
Cases.for Part 2
Part 3: Design Data-Collection Method and Forms
Chapter 6: Data Collection: Secondary Data
Appendix 6A: Secondary Data
Chapter 7: Data Collection: Primary Data
Chapter 8: Data-Collection Forms
Chapter 9: Attitude Measurement
Appendix 9A: Psychological Measurement
Cases,/or Part 3
Part 4: Sample Design and Data Collection
Chapter 10: Sampling Procedures
Chapter 11: Sample Size
Chapter 12: Collecting the Data: Field Procedures and Nonsampling Errors
Casesfor Part 4
Part S: Analysis and Interpretation of Data
Chapter 13: Data Analysis: Preliminary Steps
Appendix 13A: Contingency Tables and Chi-Square
Appendix 13B: Avery Sporting Goods
Chapter 14: Data Analysis: Basic Questions
Appendix 14A: Hypothesis Testing
Chapter 15: Data Analysis: Examination of Differences
Appendix 15A: Analysis of Variance
Appendix 15B: Analysis of Catalog-Buying Data
Chapter 26: Data Analysis: Investigation of Association
Appendix 16A: Nonparametric Measures of Association
Appendix 16B: Analysis of Catalog-Buying Data
Chapter 17: Multivariate Data Analysis: Discriminant Analysis, Factor Analysis,Cluster Analysis, and Multidimensional Scaling
Appendix 17A: More Multivariate Statistical Techniques
Appendix 17B: Analysis of Catalog-Buying Data
Cases for Part 5
Part 6: The Research Report
Chapter 18: The Research Report
Epilogue
Appendix A: Cumulative Standard Unit Normal Distribution
Appendix B: Selected Percentiles of the X2 Distribution
Appendix C: Upper Percentiles of the t Distribution
Appendix D: Selected Percentiles of the F Distribution
Glossary
Subject Index
Company Index
Author Index