Essentials of Marketing Research (Paperback, 2)

Part 1 The Role and Value of Marketing Research Information 1
1 Marketing Research for Managerial Decision Making 2
2 The Marketing Research Process and Proposals 24

Part 2 Designing the Marketing Research Project 47
3 Secondary Data, Literature Reviews, and Hypotheses 48
4 Exploratory and Observational Research Designs and Data Collection Approaches 74
5 Descriptive and Causal Research Designs 102

Part 3 Gathering and Collecting Accurate Data 127
6 Sampling; Theory and Methods 128
7 Measurement and Scaling 148
8 Designing the Questionnaire 176

Part 4 Data Preparation, Analysis, and Reporting the Results 203
9 Qualitative Data Analysis 204
10 Preparing Data for Quantitative Analysis 232
11 Basic Data Analysis for Quantitative Research 258
12 Examining Relationships in Quantitative Research 302
13 Communicating Marketing Research Findings 328

Glossary 357
Endnotes 373
Indexes 377