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Tables of Contents for Understanding and Designing Market Research
Chapter/Section Title
Page #
Page Count
List of Figures
x
Preface
xi
Research for Marketing
1
8
Introduction
1
1
The evolution of business management
1
3
Turbulent business environments
4
3
Summary
7
1
References
8
1
The Process of Research
9
20
Introduction
9
2
Problem solving involving research
11
1
Market research and problem solving
12
16
Summary
28
1
References
28
1
Secondary Data --- Uses and Limitations
29
14
Introduction
29
1
Use of secondary data
30
2
Advantages of secondary data
32
1
Disadvantages of secondary data
33
2
Sequence in which secondary research is used
35
1
Internal sources of data
36
1
External sources of data
37
4
Summary
41
1
References
42
1
The Process of Sampling
43
22
Introduction
43
1
Census versus sampling
43
3
Terminology
46
1
The process of sampling
47
17
Summary
64
1
References
64
1
Survey and Panel/Syndicated Research
65
24
Introduction
65
1
Methods and applications in survey research
65
3
Error in survey research
68
3
Methods of data collection in survey research
71
7
Non-response in survey research
78
2
Summary: survey methods
80
1
Panel/syndicated marketing research
81
6
Omnibus surveys
87
1
Summary: panel/syndicated marketing research
88
1
References
88
1
Questionnaire Design
89
22
Introduction
89
1
Initial considerations
90
1
Specify information needs
91
1
Determine type of interviewing method
91
1
Determine individual question content
92
2
Design questions to overcome respondents' inability/unwillingness to answer
94
2
Decide on question structure
96
3
Determine question wording
99
5
Determine the order of the questions
104
1
Decide on questionnaire layout
105
1
Pre-test, revision and final version of the questionnaire
106
2
Reliability and validity in questionnaire design
108
1
Summary
109
1
References
109
2
Qualitative Research
111
27
Introduction
111
2
Group discussions
113
8
Individual depth interviews
121
5
Projective techniques
126
4
Summary: projective techniques
130
1
Observation
130
4
Summary: observation
134
1
Qualitative data analysis
134
2
References
136
2
Measurement and Scales
138
16
Introduction
138
1
Concepts and definitions
139
2
Measurement in marketing research
141
1
Variables in marketing research
141
1
The process of measurement
142
1
Levels of measurement and marketing research
143
3
Variations in measurement
146
2
Validity, reliability and sensitivity
148
4
Summary
152
1
References
152
2
Attitudes and Measurement
154
22
Introduction
154
1
What are attitudes?
155
6
Attitudes and the prediction of behaviour
161
1
The measurement of attitudes
161
2
Rating scales
163
6
Attitude scales
169
5
Summary
174
1
References
174
2
Experimentation
176
19
Introduction
176
1
Terminology
177
2
The nature of causality
179
1
Experimentation and validity
180
1
Internal validity
180
3
External validity
183
1
Experimental designs
184
4
Laboratory and field experiments
188
5
Summary
193
1
References
194
1
Writing and Reading Research Reports
195
12
Introduction to report writing
195
8
Introduction to reading research reports
203
3
Summary
206
1
References
206
1
Commissioning Marketing Research
207
8
Introduction
207
1
Specifying the research requirements
207
2
Preparation of the research brief
209
1
In-house research versus an external research agency
210
1
Preparation of a list of agencies
211
1
Evaluation of the research proposals
212
1
Selecting the agency
213
1
Summary
214
1
References
214
1
International Marketing Research
215
5
Introduction
215
1
The international marketing research plan
216
3
Summary
219
1
References
219
1
APPENDIX: STATISTICS AND SAMPLING
220
8
Introduction
220
1
Normal distribution curves
220
2
Standard deviation
222
4
Samples, their dispersion and marketing research
226
2
Index
228