The Role of Marketing Research in Management Decision Making
2
(26)
The Marketing Research Industry
28
(24)
Problem Definition and the Research Process
52
(33)
Part Two: Creating a Research Design
85
(198)
Secondary Data and Databases
86
(34)
Qualitative Research
120
(42)
Survey Research: The Profound Impact of the Internet
162
(44)
Primary Data Collection: Observation
206
(34)
Primary Data Collection: Experimentation
240
(43)
Part Three: Data Acquisitions
283
(176)
The Concept of Measurement
284
(28)
Using Measurement Scales to Build Marketing Effectiveness
312
(38)
Questionnaire Design
350
(44)
Basic Sampling Issues
394
(34)
Sample Size Determination
428
(31)
Part Four: Data Analysis
459
(160)
Data Processing and Fundamental Data Analysis
460
(44)
Statistical Testing of Differences
504
(44)
Bivariate Correlation and Regression
548
(26)
Multivariate Data Analysis
574
(45)
Part Five: Marketing Research in Action
619
Communicating the Research Results
620
(28)
Managing Marketing Research and Research Ethics
648
Appendix 1: Comprehensive Cases
1
(18)
Appendix 2: Statistical Tables
19
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