The Role of Marketing Research in Management Decision Making
2
(18)
The Marketing Research Process and the Management of Marketing Research
20
(24)
The Marketing Research Industry and Research Ethics
44
(29)
PART two Creating a Research Design
73
(172)
Secondary Data, Databases, the Internet, and Decision Support Systems
74
(32)
Qualitative Research
106
(37)
Primary Data Collection: Observation
143
(27)
Primary Data Collection: Survey Research
170
(39)
Primary Data Collection: Experimentation
209
(36)
PART three Data Acquisition
245
(138)
The Concepts of Measurement and Attitude Scales
246
(41)
Questionnaire Design
287
(38)
Basic Sampling Issues
325
(31)
Sample Size Determination
356
(27)
PART four Data Analysis
383
(76)
Data Processing, Basic Data Analysis, and the Statistical Testing of Differences
384
(51)
Correlation and Regression Analysis
435
(24)
PART five Marketing Research in Action
459
(22)
Communicating the Research Results
460
(21)
Appendix: Statistical Tables
481
Endnotes
E-1
Glossary
G-1
Index
I-1
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