Essentials of Marketing Research (Hardcover)

Part I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems and Knowledge Management. 3. The Marketing Research Process. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. Part II: DESIGNING RESEARCH STUDIES. 5. Qualitative Research. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Conducting Marketing Experiments. Part III: MEASUREMENT. 10. Measurement and Attitude Scaling. 11. Questionnaire Design. Part IV: SAMPLING AND STATISTICAL THEORY. 12. Sampling Designs and Sampling Procedures. 13. Reviewing Statisical Theory and Determining Sample Size. Part V: ANALYSIS AND REPORTING. 14. Basic Data Analysis. 15. Testing for Differences Between Groups and for Relationships Among Variables. 16. Communicating Research Results. PART VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Case 1. Say It Ain't So! Is This The Real Thing? Case 2. TABH, INC., Automotive Consulting. Case 3. Knowing the Way. Endnotes. Index.