Part 1 Introduction to Marketing Research

Chapter 1 The Role of Research in Marketing

Chapter 2 The Marketing Research Industry

Chapter 3 Thinking Like a Researcher

Chapter 4 The Marketing Research Process

Chapter 5 Clarifying the Research Question Through Secondary Data and Exploration

Appendix 5A: Bibliographic Database Searches

Appendix 5B: Advanced Searches

Chapter 6 The Marketing Research Request and Proposal Process

Chapter 7 Ethics in Marketing Research

Part 2 The Design of Marketing Research

Chapter 8 Research Design: An Overview

Chapter 9 Qualitative Research

Chapter 10 Observation Studies

Chapter 11 Surveys and Interviews

Chapter 12 Experiments and Test Markets

Appendix 12A: Complex Experimental Designs

Part 3 The Sources and Collection of Data

Chapter 13 Measurement

Chapter 14 Measurement Scales

Chapter 15 Questionnaires and Instruments

Appendix 15A: Crafting Effective Measurement Questions

Appendix 15b: Pretesting Options and Discoveries

Chapter 16 Basic Sampling Concepts

Chapter 17 Determining Sample Size

Part 4 Discovering Insights: Analysis and Presentation of Data

Chapter 18 Data Preparation and Description

Chapter 19 Exploring, Displaying, and Examining Data

Chapter 20 Hypothesis Testing

Chapter 21 Measures of Association

Chapter 22 Multivariate Analysis: An Overview

Chapter 23 Presenting Insights and Findings: Written and Oral

Appendixes

A Focus Group Discussion Guide

B Direct Marketing Association Information Security Guidelines

C Nonparametric Significance Tests

D Selected Statistical Tables

References & Readings

Glossary

Credits and Acknowledgements

Indexes

Name/Company/Product Index

Subject Index