Marketing Research Essentials

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An Introduction to Marketing Research	p. 1
The Role of Marketing Research in Management Decision Making	p. 1
The Marketing Research Process	p. 23
The Marketing Research Industry and Research Ethics	p. 41
Creating a Research Design	p. 66
Secondary Data, Databases, the Internet, and Decision Support Systems	p. 66
Qualitative Research	p. 96
Primary Data Collection: Observation	p. 132
Primary Data Collection: Survey Research	p. 154
Primary Data Collection: Experimentation	p. 194
Data Acquisition	p. 225
The Concept of Measurement and Attitude Scales	p. 225
Questionnaire Design	p. 263
Basic Sampling Issues	p. 299
Sample Size Determination	p. 328
Data Analysis	p. 349
Data Processing, Basic Data Analysis, and Statistical Testing of Differences	p. 349
Correlation and Regression Analysis	p. 394
Marketing Research in Action	p. 422
Communicating the Research Results	p. 422
App. Statistical Tables	p. 454
Glossary	p. G-1
Endnotes	p. E-1
Index	p. I-1
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