Efnisyfirlit

• Cover
• Title Page
• Preface
• CHAPTER 1: The Role of Marketing Research in Management Decision Making
  • Nature of Marketing
  • Marketing Research and Decision Making
  • Development of Marketing Research
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
• CHAPTER 2: The Marketing Intelligence Universe and Research Ethics
  • Rapidly Changing Structure of the Marketing Research Industry
  • Organizations Involved in Marketing Intelligence
  • Consumer and Industrial Corporate Marketing Research Departments
  • Research Suppliers
  • Using Marketing Research—A Corporate Perspective
  • Marketing Research Ethics
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 3: Problem Definition, Exploratory Research, and the Research Process
  • Critical Importance of Correctly Defining the Problem
  • Research Objectives As Hypotheses
  • Marketing Research Process
  • Managing the Research Process
  • The Marketing Research Proposal
  • What Motivates Decision Makers to Use Research Information?
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 4: Secondary Data, Big Data, and Data Analytics
  • Nature of Secondary Data
  • Internal Databases
  • Big Data Analytics
  • Decision Support Systems
  • Summary
  • Key Terms
  • Questions for Review and Critical Thinking
  • Working the Net
• CHAPTER 5: Qualitative Research
  • Nature of Qualitative Research
  • Focus Groups
  • Other Qualitative Methodologies
  • Future of Qualitative Research
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 6: Traditional Survey Research
  • Popularity of Survey Research
  • Types of Errors in Survey Research
  • Types of Surveys
  • Determination of the Survey Method
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
• CHAPTER 7: Online Marketing Research: The Growth of Mobile and Social Media Research
  • The Online World
  • Using the Internet for Secondary Data
  • Online Qualitative Research
  • Webcam Focus Groups
  • Online Survey Research
  • Commercial Online Panels
  • Mobile Internet Research—The Future Is Now
  • Social Media Marketing Research
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 8: Primary Data Collection: Observation
  • Nature of Observation Research
  • Human Observation
  • Machine Observation
  • Tracking
  • Virtual Reality Research
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 9: Primary Data Collection: Experimentation and Test Markets
  • What Is an Experiment?
  • Demonstrating Causation
  • Experimental Setting
  • Experimental Validity
  • Experimental Notation
  • Extraneous Variables
  • Experimental Design, Treatment, and Effects
  • Limitations of Experimental Research
  • Selected Experimental Designs
  • Test Markets
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 10: The Concept of Measurement
  • Measurement Process
  • Step One: Identify the Concept of Interest
  • Step Two: Develop a Construct
  • Step Three: Define the Concept Constitutively
  • Step Four: Define the Concept Operationally
  • Step Five: Develop a Measurement Scale
  • Step Six: Evaluate the Reliability and Validity of the Measurement
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 11: Using Measurement Scales to Build Marketing Effectiveness
  • Attitudes, Behavior, and Marketing Effectiveness
  • Attitude Measurement Scales
  • Considerations in Selecting a Scale
  • Attitude Measures and Management Decision Making
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 12: Questionnaire Design
  • Role of a Questionnaire
  • Criteria for a Good Questionnaire
  • Does It Solicit Information in an Unbiased Manner: Questionnaire Design Process
  • Impact of the Internet and Mobile Phones on Questionnaire Development
  • Adapting to Mobile Device Questionnaires
  • Costs, Profitability, and Questionnaires
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 13: Basic Sampling Issues
  • Concept of Sampling
  • Developing a Sampling Plan
  • Sampling and Nonsampling Errors
  • Probability Sampling Methods
  • Nonprobability Sampling Methods
  • Internet Sampling
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 14: Sample Size Determination
  • Determining Sample Size for Probability Samples
  • Normal Distribution
  • Population and Sample Distributions
  • Sampling Distribution of the Mean
  • Determining Sample Size
  • Statistical Power
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 15: Data Processing and Basic Data Analysis
  • Overview of Data Analysis Procedure
  • Step One: Validation and Editing of Paper Surveys
  • Step Two: Coding
  • Step Three: Data Capture
  • Step Four: Logical Cleaning of Data
  • Step Five: Tabulation and Statistical Analysis
  • Graphic Representations of Data
  • Descriptive Statistics
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 16: Statistical Testing of Differences and Relationships
  • Evaluating Differences and Changes
  • Statistical Significance
  • Hypothesis Testing
  • Commonly Used Statistical Hypothesis Tests
  • Goodness of Fit
  • Hypotheses about One Mean
  • Hypotheses about Two Means
  • Hypotheses about Proportions
  • Analysis of Variance (ANOVA)
  • P Values and Significance Testing
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 17: Bivariate Correlation and Regression
  • Bivariate Analysis of Association
  • Bivariate Regression
  • Correlation for Metric Data: Pearson’s Product–Moment Correlation
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 18: Multivariate Data Analysis
  • Multivariate Analysis Procedures
  • Multivariate Software
  • Multiple Regression Analysis
  • Multiple Discriminant Analysis
  • Cluster Analysis
  • Factor Analysis
  • Conjoint Analysis
  • Big Data and Hadoop
  • Predictive Analytics
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 19: Communicating the Research Results
  • The Research Report
  • Organizing the Report
  • Interpreting the Findings
  • Making a Presentation
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• CHAPTER 20: Managing Marketing Research
  • Marketing Research Supplier Management
  • Communication
  • The Key Role of the Project Manager
  • Managing the Research Process
  • Managing a Marketing Research Department
  • Summary
  • Key Terms
  • Questions for Review & Critical Thinking
  • Working the Net
• Appendix A: Statistical Tables
• Appendix B: Considerations in Creating a Marketing Plan (Online)
• Appendix C: Comprehensive Cases (Online)
• Endnotes
• Glossary
• QSR Survey
• Index
• End User License Agreement

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