Table of contents for The marketing research guide / Robert E. Stevens ... [et al.].

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.


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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:

Marketing research.