Chapter 1 -
The Role of Marketing Research in Management Decision Making
Chapter 1 Appendix A -
Careers in Marketing Research
Chapter 1 Appendix B -
Marketing Research Ethics
Chapter 2 -
Problem Definition, Exploratory Research, and the Research Process
Chapter 3 -
Secondary Data and Databases
Chapter 4 -
Qualitative Research
Chapter 5 -
Survey Research
Chapter 6 -
Primary Data Collection: Observation
Chapter 7 -
Primary Data Collection: Experimentation
Chapter 8 -
The Concept of Measurement and Attitude Scales
Chapter 9 -
Questionnaire Design
Chapter 10 -
Basic Sampling Issues
Chapter 11 -
Sample Size Determination
Chapter 12 -
Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences
Chapter 13 -
Bivariate Correlation and Regression
Chapter 14 -
Communicating the Research Results and Managing Marketing Research
Appendix 1 -
Statistical Tables