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Tables of Contents for Basic Marketing Research
Chapter/Section Title
Page #
Page Count
Part I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
1
78
Introduction to Marketing Research
2
32
Defining the Marketing Research Problem and Developing an Approach
34
45
Cases for Part I
68
6
Video Cases for Part I
74
5
Part II: RESEARCH DESIGN FORMULATION
79
348
Research Design
80
28
Exploratory Research Design: Secondary Data
108
28
Exploratory Research Design: Syndicated Sources of Secondary Data
136
28
Exploratory Research Design: Qualitative Research
164
28
Descriptive Research Design: Survey and Observation
192
30
Causal Research Design: Experimentation
222
30
Measurement and Scaling: Fundamentals and Comparative Scaling
252
26
Measurement and Scaling: Noncomparative Techniques
278
28
Questionnaire and Form Design
306
36
Sampling: Design and Procedures
342
32
Sampling: Final and Initial Sample Size Determination
374
53
Cases for Part II
400
16
Video Cases for Part II
416
11
Part III: DATA COLLECTION, ANALYSIS, AND REPORTING
427
182
Field Work
428
20
Data Preparation and Analysis Strategy
448
22
Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
470
32
Hypothesis Testing Related to Differences
502
30
Correlation and Regression
532
34
Report Preparation and Presentation
566
43
Part 3A: Cases With External Data
589
8
Part 3B: Cases Without External Data
597
8
Video Cases for Part III
605
4
Part IV: COMPREHENSIVE CASES
609
1
Comprehensive Cases with External Data
609
30
Comprehensive Video Cases
639