Marketing research essentials / 5th ed.

An Introduction To Marketing Research
The Role of Marketing Research in Management Decision Making
Problem Definition and the Research Process
Creating A Research Design
Secondary Data and Databases
Qualitative Research
Survey Research: The Profound Impact of the Internet
Primary Data Collection: Observation
Primary Data Collection: Experimentation
Data Acquisition
The Concept of Measurement and Attitude Scales
Questionnaire Design
Basic Sampling Issues
Sample Size Determination
Data Analysis
Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences
Bivariate Correlation and Regression
Marketing Research In Action
Communicating the Research Results
Managing Marketing Research and Research Ethics
Appendix
Statistical Tables