- 0136094236 (pbk.)
- 9780136094234 (pbk.)
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- Includes bibliographical references and index.
- PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Chapter 1 Introduction to Marketing Research Chapter 2 Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATION Chapter 3 Research Design Chapter 4 Exploratory Research Design: Secondary Data Chapter 5 Exploratory Research Design: Qualitative Research Chapter 6 Descriptive Research design: Survey and Observation Chapter 7 Causal Research Design: Experimentation Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques Chapter 10 Questionnaire and Form Design Chapter 11 Sampling: Design and Procedures Chapter 12 Sampling: Final and Initial Sample Size Determination PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING Chapter 13 Field Work Chapter 14 Data Preparation Chapter 15 Frequency Distribution, Cross-tabulation, and Hypothesis Testing Chapter 16 Analysis of Variance and Covariance Chapter 17 Correlation and Regression Chapter 18 Discriminant and Logit Analysis Chapter 19 Factor Analysis Chapter 20 Cluster Analysis Chapter 21 Multidimensional Scaling and Conjoint Analysis Chapter 22 Structural Equation Modeling and Path Analysis Chapter 23 Report Preparation and Presentation Chapter 24 International Marketing Research Running Case: Dell Comprehensive Critical Thinking Cases Data Analysis Cases with Real Data Comprehensive Cases with Real Data Comprehensive Harvard Business School Cases
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