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Marketing Research
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Table of Contents

Marketing Research, 2e Chapter 1: Overview of Marketing Research Appendix: Careers in Marketing Research Determining the Scope for Marketing Research Chapter 2: Decision Problems, Research Questions, Research Objectives and Information Value Chapter 3: Primary Data or Secondary Data Selecting the Research Method Qualitative Methods Chapter 4: Interviews Chapter 5: Focus Groups Chapter 6: Observation Quantitative Methods Chapter 7: Survey Methods and Errors Chapter 8: Experiments and Test Markets Chapter 9: Sampling: Theory, Methods and Issues in Marketing Research Chapter 10: Construct Development and Scale Development Chapter 11: Attitude Measurement in Survey Research Chapter 12: Questionnaires and Supplements Collecting and Preparing the Data Chapter 13: Coding, Editing and Presenting of Data and Preliminary Data Analysis Analysing the Data Chapter 14: Data Analysis: Testing for Difference Chapter 15: Data Analysis: Testing for Association Chapter 16: Data Analysis: Testing for Interdependence Transforming the Analysis Results into Information Chapter 17: Preparing the Market Research Report and Presentation Managing Customer Value with Marketing Research Chapter 18: Customer Relationship Management and Marketing Research Chapter 19: Database Development and Marketing Research Chapter 20: Marketing Decision Support Systems and Marketing Research

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