Marketing Research (Paperback)

Part I The Nature and Scope of Marketing Research 1 A Decision-Making Perspective on Marketing Intelligence 1 2 Marketing Research in Practice 30 3 The Marketing Research Process 47 4 Research Design and Implementation 71 Part II Data Collection Section A: Secondary and Exploratory Research 5 Secondary Sources of Marketing Data 98 6 Standardized Sources of Marketing Data 123 7 Marketing Research on the Internet 147 8 Information Collection: Qualitative and Observational Methods 173 Section B: Descriptive Research 9 Information from Respondents: Issues in Data Collection 209 10 Information from Respondents: Survey Methods 226 11 Attitude Measurement 255 12 Designing the Questionnaire 284 Section C: Causal Research 13 Experimentation 313 Section D: Sampling 14 Sampling Fundamentals 344 15 Sample Size and Statistical Theory 372 Part III Data Analysis 16 Fundamentals of Data Analysis 396 17 Hypothesis Testing: Basic Concepts and Tests of Associations 416 18 Hypothesis Testing: Means and Proportions 435 Part IV Special Topics in Data Analysis 19 Correlation Analysis and Regression Analysis 461 20 Discriminant, Factor, and Cluster Analysis 491 21 Multidimensional Scaling and Conjoint Analysis 533 22 Presenting the Results 556 Part V Applications of Marketing Intelligence 23 Marketing-Mix Measures 571 24 Brand and Customer Metrics 613 25 New Age Strategies 635 Appendix A 673 Glossary 699 Index 717