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Marketing Research, Global Edition
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Table of Contents

  • Introduction to Marketing Research
  • The Marketing Research Industry
  • The Marketing Research Process and Defining the Problem and Research Objectives
  • Research Design
  • Secondary Data and Packaged Information
  • Qualitative Research Techniques
  • Evaluating Survey Data Collection Methods
  • Understanding Measurement, Developing Questions, and Designing the Questionnaire
  • Selecting the Sample
  • Determining the Size of a Sample
  • Dealing with Field Work and Data Quality Issues
  • Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
  • Implementing Basic Differences Tests
  • Making Use of Associations Tests
  • Understanding Regression Analysis Basics
  • The Research Report

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