Marketing Research: The Impact of the Internet, Fifth Edition, with webSurveyor CD-ROM by Carl McDaniel

Marketing Research: The Impact of the Internet, Fifth Edition, with webSurveyor 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 Industry.

3 Problem Definition and the Research Process.

PART TWO: CREATING A RESEARCH DESIGN.

4 Secondary Data and Databases.

5 Qualitative Research.

6 Survey Research: The Profound Impact of the Internet.

7 Primary Data Collection: Observation.

8 Primary Data Collection: Experimentation.

PART THREE: DATA ACQUISITIONS.

9 The Concept of Measurement.

10 Using Measurement Scales to Build Marketing Effectiveness.

11 Questionnaire Design.

12 Basic Sampling Issues.

13 Sample Size Determination.

PART FOUR: DATA ANALYSIS.

14 Data Processing and Fundamental Data Analysis.

15 Statistical Testing of Differences.

16 Bivariate Correlation and Regression.

17 Multivariate Data Analysis.

PART FIVE: MARKETING RESEARCH IN ACTION.

18 Communicating the Research Results.

19 Managing Marketing Research and Research Ethics.

Appe ndix 1: Comprehensive Cases.

Appendix 2: Statistical Tables.

Endnotes.

Glossary.

Index.

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