Marketing Research Within a Changing Information Environment

Abstract

Part 1: The Role and Value of Marketing Research Information 1Marketing Research for Managerial Decision Making 2The Marketing Research Process 3Information Management for Marketing Decisions: Secondary Data Sources Part 2: Technology in the Research Process 4Customer Relationship Management and the Marketing Research Process 5Marketing Decision Support Systems Part 3: Designing the Marketing Research Project 6Exploratory Designs: In-Depth Interviews and Focus Groups 7Descriptive Research Designs: Survey Methods and Errors 8Observation Techniques, Experiments, and Test Markets Part 4: Gathering and Collecting Accurate Data 9Sampling: Theory and Design 10Sampling: Methods and Planning 11Overview of Measurement: Construct Development and Scale Measurement 12Attitude Scale Measurements Used in Marketing Research 13Questionnaire Design and Issues Part 5: Data Preparation, Analysis, and Reporting the Results 14Coding, Editing, and Preparing Data for Analysis 15Data Analysis: Testing for Significant Differences 16Data Analysis: Testing for Association 17Data Analysis: Multivariate Techniques for the Research Process 18Preparing the Marketing Research Report and Presentation

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