Efnisyfirlit

• Cover
• Title Page
• PREFACE
  • The World of Marketing Research Has Changed
  • As in Every Past Edition, We Offer Real Data/Real Research/Real Researchers
  • As the Field of Marketing Research Continues to Transform, We Are There, Every Step of the Way, Providing the Latest Trends and Methodology in Every Chapter
  • Outstanding Resources for All Teaching Needs
  • Acknowledgments
• CHAPTER 1: The Role of Marketing Research in Management Decision Making
  • Nature of Marketing
  • Marketing Research and Decision Making
  • SUMMARY
  • KEY TERMS
  • QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 2: 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 AND CRITICAL THINKING
  • APPENDIX 2A A MARKETING RESEARCH PROPOSAL
• CHAPTER 3: Secondary Data and Big Data Analytics
  • Nature of Secondary Data
  • Internal Databases
  • Big Data Analytics
  • Geographic Information Systems
  • Decision Support Systems
  • SUMMARY
  • KEY TERMS
  • QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 4: Qualitative Research
  • Nature of Qualitative Research
  • Focus Groups
  • Other Qualitative Methodologies
  • Future of Qualitative Research
  • SUMMARY
  • KEY TERMS
  • QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 5: 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 AND CRITICAL THINKING
• CHAPTER 6: Online Marketing Research—The Growth of Mobile and Social Media Research
  • The Online World
  • Using the Internet for Secondary Data
  • Online Qualitative Research
  • Online Survey Research
  • Commercial Online Panels
  • Mobile Internet Research—The Future Is Now
  • Social Media Marketing Research
  • SUMMARY
  • KEY TERMS
  • QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 7: Primary Data Collection: Observation
  • Nature of Observation Research
  • Human Observation
  • Machine Observation
  • Tracking
  • Observation Research and Virtual Shopping
  • SUMMARY
  • KEY TERMS
  • QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 8: 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 AND CRITICAL THINKING
• CHAPTER 9: 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
  • Scaling Defined
  • Attitude Measurement Scales
  • Considerations in Selecting a Scale
  • SUMMARY
  • KEY TERMS
  • QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 10: 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 on Questionnaire Development
  • Adapting to Mobile Device Questionnaires
  • Costs, Profitability, and Questionnaires
  • SUMMARY
  • KEY TERMS
  • QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 11: 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 AND CRITICAL THINKING
• CHAPTER 12: 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 AND CRITICAL THINKING
• CHAPTER 13: Data Processing and Fundamental Data Analysis
  • Overview of the Data Analysis Procedure
  • Step One: Validation and Editing
  • Step Two: Coding
  • Step Three: Data
  • Step Four: Logical Cleaning of Data
  • Step Five: Tabulation and Statistical Analysis
  • Graphic Representations of Data
  • Descriptive Statistics
  • Evaluating Differences and Changes
  • Statistical Significance
  • Hypothesis Testing
  • P Values and Significance Testing
  • SUMMARY
  • KEY TERMS
  • QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 14: More Powerful Statistical Methods
  • Statistical Software
  • Correlation Analysis
  • Regression Analysis
  • Cluster Analysis
  • Factor Analysis
  • Conjoint Analysis
  • Big Data and Hadoop
  • SUMMARY
  • KEY TERMS
  • QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 15: Communicating the Research Results
  • The Research Report
  • Organizing the Report
  • Interpreting the Findings
  • The Presentation
  • Making a Presentation
  • 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 AND CRITICAL THINKING
• APPENDIX ONE: Statistical Tables
• INDEX
• End User License Agreement

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