Marketing Research

Contents

THE NATURE AND SCOPE OF MARKETING RESEARCH.

• A Decision-Making Perspective on Marketing Research.
  
• Marketing Research in Practice.
  
• The Marketing Research Process.
  
• Research Design and Implementation.
  

DATA COLLECTION.

• Secondary Sources of Marketing Data.
  
• Standardized Sources of Marketing Data.
  
• Marketing Research on the Internet.
  
• Information Collection: Qualitative and Observational Methods.
  
• Information from Respondents: Issues in Data Collection.
  
• Information from Respondents: Survey Methods.
  
• Attitude Measurement.
  
• Designing the Questionnaire.
  
• Experimentation.
  
• Sampling Fundamentals.
  
• Sample Size and Statistical Theory.
  

DATA ANALYSIS.

• Fundamentals of Data Analysis.
  
• Hypothesis Testing: Basic Concepts and Tests of Associations.
  
• Hypothesis Testing: Means and Proportions.
  
• SPECIAL TOPICS IN DATA ANALYSIS.
  
• Correlation Analysis and Regression Analysis.
  
• Discriminant and Canonical Analysis.
  
• Factor and Cluster Analysis.
  
• Multidimensional Scaling and Conjoint Analysis.
  
• Presenting the Results.
  

APPLICATIONS.

• Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion.
  
• Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management.
  
• Emerging Applications of Marketing Research: Database Marketing; E-Commerce, and Relationship Marketing.
  
• Appendices.
  
• Glossary.
  
• Index.