Marketing research: Text and cases

Abstract

Contents Acknowledgments Chapter 1. Introduction to Marketing Research The Marketing-Decision Environment Marketing Research Marketing Research and Decision Making Strategic versus Tactical Information Needs The Nature of Marketing Research Steps in a Marketing Research Project Marketing Information Systems Summary Chapter 2. Research Designs for Management Decision Making Types of Research Designs Exploratory Research Descriptive Research Casual Research Experimentation Exploratory, Descriptive, or Causal Observation Dangers of Defining Design by Technique Summary Chapter 3. Secondary Data Uses of Secondary Data Advantages of Secondary Data Disadvantages of Secondary Data Secondary Data Sources Summary Chapter 4. Primary Data Collection Sources of Primary Data Types of Primary Data Methods of Collecting Primary Data Communication Methods Survey Methods Observation Method Summary Chapter 5. Measurement Introduction The Process of Measurement What Is to Be Measured? Who Is to be Measured? How to Measure What Needs to be Measured Assessing Reliability and Validity of Our Measures Measuring Psychological Variables Summary Chapter 6. Designing the Data-Gathering Instrument Goals of a Questionnaire Classification of Questions Designing a Questionnaire Summary Chapter 7. Sampling Methods and Sample Size What Is Sampling? Sampling Error, Sample Bias, and Nonsampling Error Sampling Decision Model Probability Sampling Nonprobability Samples Probability versus Nonprobability Sampling Statistical Sampling Concepts What Is a Statistically Significant Difference? Summary Chapter 8. Fielding the Data-Gathering Instrument Planning Guidelines for Interviewers Types of Interviews The Interviewing Relationship The Interviewing Situation The Actual Interview Fielding a Research Project Errors in Data Collection Types of Nonsampling Errors Summary Chapter 9. Introduction to Data Analysis From Data to Decisions Data Summary Methods Cross-Tabulation Summary Chapter 10. Advanced Data Analysis Marketing Research and Statistical Analysis Hypothesis Testing Measures of Association Summary Chapter 11. The Research Report Introduction Report Format Guidelines for the Written Report Oral Reports Summary Cases Case 12. Contributors Case 1. Lone Pine Kennel Club Case 2. Select Hotels of North America Case 3. River Pines School: A Case 4. River Pines School: B Case 5. Gary Branch, CPA Case 6. Juan Carlos' Mexican Restaurant Case 7. Usedcars.com Case 8. Welcome Home Church Case 9. The Learning Source Case 10. Madison County Country Club Case 11. Plasco, Inc. Case 12. St. John's School Case 13. The Webmasters Case 14. House of Topiary Case 15. Professional Home Inspection Case 16. Europska Databanka Index Reference Notes Included

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