The Marketing Research Guide

Preface Acknowledgments Chapter 1. Introduction to Marketing Research The Marketing Decision Environment Marketing Research Marketing Research and Decision Making Strategic versus Tactical Information Needs Research for Strategic Decisions Steps in a Marketing Research Project Applications of Marketing Research Marketing Information Systems Summary Worksheet Chapter 2. Research Designs for Management Decisions The Decision-Making Perspective of Research The Research Design Decision Process Types of Research Designs Summary Worksheet Chapter 3. Experimentation What Is Experimentation Terminology Validity and Experimentation Field versus Laboratory Experiments Experimental Design Symbols Ethics and Experimentation Experimental Research Designs Limitations of Causal Research Ex Post Facto Research Test Marketing Summary Worksheet Chapter 4. Measurement What Is to Be Measured Who Is to Be Measured How to Measure What Needs to Be Measured Improving the Measurement Process Developing Valid and Reliable Measurement Instruments Summary Worksheet Chapter 5. Introduction to Data Collection Sources of Data Types of Data Secondary Data Sources Secondary Data Sources on the World Wide Web Your Local Library Uses of Secondary Data Primary Data Types of Primary Data Methods of Collecting Primary Data Procedures of the Communication Method Personal Interviewing Telephone Interviewing Mail Surveying Strengths and Weaknesses of Communication Methods Procedures of the Observation Method Summary Worksheets Chapter 6. Designing the Data-Gathering Instrument Goals of a Questionnaire Classification of Questions Steps in Designing a Questionnaire Summary Worksheet Chapter 7. Fielding the Data-Gathering Instrument Planning Guidelines for Interviewers Interviewing Relationship Interviewing Situation The Actual Interview General Rules of Fielding a Research Project Errors in Data Collection Types of Nonsampling Errors Summary Worksheet Chapter 8. Sampling Methods and Sampling Size What Is Sampling Sampling Decision Model What Is a Significant Statistically Significant Difference Summary Worksheet Chapter 9. Analyzing and Interpreting Data for Decisions From Data to Decisions Data Summary Methods Cross-Tabulation Advanced Analytical Techniques Summary Worksheet Chapter 10. Advanced Data Analysis Marketing Research and Statistical Analysis Hypothesis Testing Measures of Association Summary Worksheet Chapter 11. The Research Report Types of Written Reports Report Format Oral Reports Presenting Statistical Data Summary Worksheet Chapter 12. Industrial and International Marketing Research Industrial Market Research Approaching the Industrial Marketing Research Project International Market Research Survey Data-Gathering Methodology Decisions Type of Interviews The Importance of Relevant Market Information Chapter 13. Mail Surveys Ad