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More About This Title Marketing Research: The Impact of the Internet, Fifth Edition, with webSurveyor CD-ROM
English
PART ONE: AN INTRODUCTION TO MARKETING RESEARCH.
1 The Role of Marketing Research in Management Decision Making.
2 The Marketing Research Industry.
3 Problem Definition and the Research Process.
PART TWO: CREATING A RESEARCH DESIGN.
4 Secondary Data and Databases.
5 Qualitative Research.
6 Survey Research: The Profound Impact of the Internet.
7 Primary Data Collection: Observation.
8 Primary Data Collection: Experimentation.
PART THREE: DATA ACQUISITIONS.
9 The Concept of Measurement.
10 Using Measurement Scales to Build Marketing Effectiveness.
11 Questionnaire Design.
12 Basic Sampling Issues.
13 Sample Size Determination.
PART FOUR: DATA ANALYSIS.
14 Data Processing and Fundamental Data Analysis.
15 Statistical Testing of Differences.
16 Bivariate Correlation and Regression.
17 Multivariate Data Analysis.
PART FIVE: MARKETING RESEARCH IN ACTION.
18 Communicating the Research Results.
19 Managing Marketing Research and Research Ethics.
Appe ndix 1: Comprehensive Cases.
Appendix 2: Statistical Tables.
Endnotes.
Glossary.
Index.
