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Table of Contents
Part 1 Introduction and Early Phases of Marketing Research
Chapter 1 Introduction to Marketing Research Chapter 2 Defining the Marketing Research Problem and Developing an Approach Part 2 Research Design Formulation
Chapter 3 Research Design Chapter 4 Exploratory Research Design: Secondary Data Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data Chapter 6 Exploratory Research Design: Qualitative Research Chapter 7 Descriptive Research Design: Survey and Observation Chapter 8 Causal Research Design: Experimentation Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques Chapter 11 Questionnaire and Form Design Chapter 12 Sampling: Design and Procedures Chapter 13 Sampling: Final and Initial Sample Size Determination Part 3 Data Collection, Analysis, and Reporting
Chapter 14 Field Work: Data Collection Chapter 15 Data Preparation and Analysis Strategy Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation Chapter 17 Data Analysis: Hypothesis Testing Related to Differences Chapter 18 Data Analysis: Correlation and Regression Chapter 19 Report Preparation and Presentation RUNNING CASE
Case 1.1 Hewlett Packard (HP): Using Marketing Research to Gain a Competitive Edge COMPREHENSIVE CRITICAL THINKING CASES
Case 2.1 American Idol: A Big Hit for Marketing Research?
Case 2.2 Baskin-Robbins: Can it Bask in the Good ‘Ole Days?
Case 2.3 Kid stuff?: Determining the Best Positioning Strategy for Akron Children’s Hospital COMPREHENSIVE CASES WITH QUESTIONNAIRES AND REAL DATA
Case 3.1 Bank of America: Leading the American Way Case 3.2 McDonald’s: The World’s Number One Fast Food Company!
Case 3.3 Boeing: Taking Flight