Marketing Research Essentials, Third Edition withFree Student CD-ROM by Carl McDaniel

Marketing Research Essentials, Third Edition withFree Student CD-ROM

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Preface.

Part One: An Introduction to Marketing Research.

1 The Role of Marketing Research in Management Decision Making.

2 The Marketing Research Process and the Management of Marketing Research.

3 The Marketing Research Industry and Research Ethics.

Part Two: Creating a Research Design.

4 Secondary Data, Databases, the Internet, and Decision Support Systems.

5 Qualitative Research.

6 Primary Data Collection: Observation.

7 Primary Data Collection: Survey Research.

8 Primary Data Collection: Experimentation.

Part Three: Data Acquisition.

9 The Concepts of Measurement and Attitude Scales.

10 Questionnaire Design.

11 Basic Sampling Issues.

12 Sample Size Determination.

Part Four: Data Analysis.

13 Data Processing, Basic Data Analysis, and the Statistical Testing of Differences.

14 Correlation and Regression Analysis.

Part Five: Marketing Research in Action.

15 Communicating the Research Results.

Appendix: Statistical Tables.

Endnotes.

Glossary.

Index.

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