Marketing Research: An Applied Orientation (6th Edition)

Contents PART I Introduction and Early Phases of Marketing Research Introduction to Marketing Research Defining the Marketing Research Problem and Developing an Approach PART II Research Design Formulation Research Design Exploratory Research Design: Secondary Data Exploratory Research Design: Qualitative Research Descriptive Research Design: Survey and Observation Causal Research Design: Experimentation Measurement and Scaling: Fundamentals and Comparative Scaling Measurement and Scaling: Noncomparative Scaling Techniques Questionnaire and Form Design Sampling: Design and Procedures Sampling: Final and Initial Sample Size Determination PART III Data Collection, Preparation, Analysis, and Reporting Fieldwork Data Preparation Frequency Distribution, Cross-Tabulation, and Hypothesis Testing Analysis of Variance and Covariance Correlation and Regression Discriminant and Logit Analysis Factor Analysis Cluster Analysis Multidimensional Scaling and Conjoint Analysis Structural Equation Modeling and Path Analysis Report Preparation and Presentation International Marketing Research