This book takes an application-oriented approach and provides a balance between primary and secondary information and the techniques and methods that underpin these two types of data.

Table of Contents

Part 1: The Role and Value of Marketing Research Chapter 1: Marketing Research and Managerial Decision Making Chapter 2: Overview of the Research Process and Research Proposals Chapter 3: Information Driven Technology and the Research Process Chapter 4: Market Intelligence and Database Research Part 2: Designing Marketing Research Projects Chapter 5: Secondary Research: Designs, Searches and Sources Chapter 6: Exploratory Research using Qualitative and Observation Methods Chapter 7: Analyzing and Reporting Qualitative Research Chapter 8: Descriptive Research Designs Using Surveys Chapter 9: Causal Research Designs and Test Markets Part 3: Designing and Conducting Surveys Chapter 10 Sampling: Theories, Designs, and Plans Chapter 11: Overview Measurement: Construct Development and Scaling Chapter 12: Advanced Measurement Designs for Survey Research Chapter 13: Questionnaire Designs: Concepts and Issues Part 4: Data Preparation, Analysis, and Reporting Results Chapter 14: Preparing Survey Data for Analysis Chapter 15: Data Analysis: Testing for Significant Differences Chapter 16: Data Analysis: Testing for Associations Chapter 17: Overview of Multivariate Analysis Methods Chapter 18: Preparing and Presenting Marketing Research Reports