Part 1. The Role and Value of Marketing Research Information
Chapter 1. Marketing Research for Managerial Decision Making
Chapter 2. The Marketing Research Process and Proposals
Part 2. Designing the Marketing Research Project
Chapter 3. Secondary Data, Literature Reviews, and Hypotheses
Chapter 4. Exploratory and Observational Research Designs and Data Collection Approaches
Chapter 5. Descriptive, Predictive and Causal Research Designs
Part 3. Gathering and Collecting Accurate Datal
Chapter 6. Sampling: Theory and Methods
Chapter 7. Measurement and Scaling
Chapter 8. Designing the Questionnaire
Part 4. Data Preparation, Analysis, and Reporting the Results
Chapter 9. Qualitative Data Analysis
Chapter 10. Preparing Data for Quantitative Analysis
Chapter 11. Basic Data Analysis for Quantitative Research
Chapter 12. Examining Relationships in Quantitative Research
Chapter 13. Communicating Marketing Research Findings
Glossary
Endnotes

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