Preface
Chapter 1. Introduction to Marketing Research
Chapter 2. The Marketing Research Industry
Chapter 3. The Marketing Research Process and Defining the Problem and Research Objectives
Chapter 4. Research Design
Chapter 5.Secondary Data and Packaged Information
Chapter 6. Qualitative Research Techniques
Chapter 7. Evaluating Survey Data Collection Methods
Chapter 8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
Chapter 9. Selecting the Sample
Chapter 10. Determining the Size of a Sample
Chapter 11. Dealing with Fieldwork and Data Quality Issues
Chapter 12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
Chapter 13. Implementing Basic Differences Tests
Chapter 14. Making Use of Associations Tests
Chapter 15. Understanding Regression Analysis Basics
Chapter 16. Communicating Insights

*The digital edition does not include access codes to additional material or programs mentioned in the book.