search for books and compare prices
Tables of Contents for Essentials of Marketing Research
Chapter/Section Title
Page #
Page Count
PART I THE NATURE AND SCOPE OF MARKETING RESEARCH
1
108
Chapter 1 A Decision-Making Perspective on Marketing Research
1
25
Chapter 2 Marketing Research in Practice
26
22
Chapter 3 The Marketing Research Process
48
23
Chapter 4 Research Design and Implementation
71
38
PART II DATA COLLECTION
109
317
Chapter 5 Secondary Sources of Marketing Data
109
27
Chapter 6 Standardized Sources of Marketing Data
136
23
Chapter 7 Marketing Research on the Internet
159
37
Chapter 8 Information Collection: Qualitative and Observational Methods
196
33
Chapter 9 Information from Respondents: Issues in Data Collection
229
44
Chapter 10 Attitude Measurement
273
35
Chapter 11 Designing the Questionnaire
308
31
Chapter 12 Experimentation
339
28
Chapter 13 Sampling Fundamentals
367
59
PART III DATA ANALYSIS
426
103
Chapter 14 Fundamentals of Data Analysis
426
22
Chapter 15 Hypothesis Testing: Basic Concepts and Tests of Associations
448
20
Chapter 16 Hypothesis Testing: Means and Proportions
468
21
Chapter 17 Correlation Analysis and Regression Analysis
489
40
PART IV APPLICATIONS
529
66
Chapter 18 Presenting the Results
529
17
Chapter 19 Applications of Marketing Research
546
49
APPENDIX: TABLES
595
6
Standard Normal Probabilities
595
1
X^2 Critical Points
596
1
F Critical Points
597
2
t Critical Points
599
2
GLOSSARY
601
10
INDEX
611