Foreword
Preface
About the Author
Part 1. Introduction and Early Phases of Marketing Research
Chapter 1. Introduction to Marketing Research
Chapter 2. Defining the Marketing Research Problem and Developing an Approach
Part 2. Research Design Formulation
Chapter 3. Research Design, Secondary and Syndicated Data
Chapter 4. Qualitative Research
Chapter 5. Survey and Observation
Chapter 6. Experimentation and Causal Research
Chapter 7. Measurement and Scaling
Chapter 8. Questionnaire and Form Design
Chapter 9. Sampling Design and Procedures
Part 3. Data Collection, Analysis, and Reporting
Chapter 10. Data Collection and Preparation
Chapter 11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
Chapter 12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression
Chapter 13. Report Preparation and Presentation
Running Case with Real Data and Questionnaire
Comprehensive Critical Thinking Case
Comprehensive Cases with Real Data and Questionnaires
Index

*La edición digital no incluye códigos de acceso a material adicional o programas mencionados en el libro.