Bibliographic record and links to related information available from the Library of Congress catalog.
Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.
CONTENTS xvii Preface xix Acknowledgments Chapter 1. Introduction to Marketing Research 1 1 The Marketing Decision Environment Marketing Research Marketing Research and Decision Making Strategic versus Tactical Information Needs Research for Strategic Decisions Steps in a Marketing Research Project Applications of Marketing Research Marketing Information Systems Summary Worksheets Chapter 2. Research Designs for Management Decisions 25 25 The Decision Making Perspective of Research The Research Design Decision Process Types of Research Designs Exploratory Descriptive Research Causal Research Summary Worksheets Chapter 3. Experimentation 49 49 What Is Experimentation? The Terminology of Experimentation Validity and Experimentation Field Versus Laboratory Experiments Experimental Design Symbols Ethics and Experimentation Experimental Research Designs 61 Limitations of Causal Research Ex Post Facto Research Test Marketing Summary Worksheets Chapter 4. Measurement 73 73 Introduction What Is to Be Measured Who Is to Be Measured How to Measure What Needs to be Measured Improving the Measurement Process Developing Valid and Reliable Measurement Instruments Summary Worksheets Chapter 5. Introduction to Data Collection 89 89 Sources of Data Types of Data Secondary Data Sources Secondary Data Sources on the World Wide Web Your Local Library Uses of Secondary Data Primary Data Types Of Primary Data Methods of Collecting Primary Data Procedures of the Communication Method Personal Interviewing Telephone Interviewing Mail Surveying Strengths And Weaknesses of Communication Methods Procedures of the Observation Method Summary Worksheets Chapter 6. Designing the Data-Gathering Instrument 135 137 Classification of Questions The Steps in Designing a Questionnaire Summary Worksheets Chapter 7. Fielding the Data-Gathering Instrument Planning Guidelines for Interviewers The Interviewing Relationship The Interviewing Situation The Actual Interview General Rules of Fielding a Research Project Errors in Data Collection Types of Nonsampling Errors Summary Worksheets Chapter 8. Sampling Methods and Sample Size 185 What Is Sampling? 187 Sampling Decision Model 190 Probability Sampling 192 Nonprobability Sampling What Is a "Significant" Statistically Significant Difference? 197 Summary Worksheets Chapter 9. Analyzing and Interpreting Data for Decisions From Data to Decisions Data Summary Methods Cross-Tabulation Advanced Analytical Techniques Summary Worksheets Chapter 10. Advanced Data Analysis Marketing Research and Statistical Analysis Hypothesis Testing Measures of Association 152 Summary References Chapter 11. The Research Report 253 253 Types of Written Reports Report Format Oral Reports Presenting Statistical Data Summary Worksheets Chapter 12. Industrial and International 269 Marketing Research 269 271 Industrial Market Research Industrial Market Research: An Overview Approaching the Industrial Marketing Research Project International Market Research Survey Data-Gathering Methodology Decisions Decision Regarding Type of Interviews The Importance of Relevant Market Information Chapter 13. Mail Surveys 293 293 Mail Surveys Advantages and Limitations of Mail Surveys Mail Survey Design Mailing Lists and Sampling Questionnaire Design Incentives The Accompanying Letter Mailing Procedures Chapter 14. Concept/Product Testing 305 305 Concept Testing Developmental Testing Full Product Testing Testing Techniques Testing Procedures Other Considerations Summary Appendix A. Sample Research Proposals Sample 1 Sample 2 Appendix B. Sources of Secondary Data Consumer Data Sources Company Data Sources Market Data Sources Cost Data Sources Computerized Databases General Advice Appendix C. Sample Questionnaires Sample Mail Questionnaire A Sample Personal Interviewing Guide Sample Telephone Questionnaire Appendix D. Statistical Sampling Concepts The Statistical Side of Sampling Appendix E. Sample Final Report Pilot Study of Financial Institution Retail Banking Survey Index 327
Library of Congress Subject Headings for this publication: