Loose Leaf for Essentials of Marketing Research

Part 1: The Role and Value of Marketing Research Information  

Chapter 1: Marketing Research for Managerial Decision Making  

Chapter 2: The Marketing Research Process and Proposals 

Part 2: Designing the Marketing Research Project  

Chapter 3: Secondary Data, Literature Reviews, and Hypotheses  

Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches 

Chapter 5: Descriptive, Predictive and Causal Research Designs  

Part 3: Gathering and Collecting Accurate Data  

Chapter 6: Sampling: Theory and Methods  

Chapter 7: Measurement and Scaling  

Chapter 8: Designing the Questionnaire  

Part 4: Data Preparation, Analysis, and Reporting the Results  

Chapter 9: Qualitative Data Analysis  

Chapter 10: Preparing Data for Quantitative Analysis  

Chapter 11: Basic Data Analysis for Quantitative Research  

Chapter 12: Examining Relationships in Quantitative Research 

Chapter 13: Communicating Marketing Research Findings  

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