Table of contents for Marketing research : in a digital information environment / Joseph F. Hair Jr., Robert P. Bush, David J. Ortinau.

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Contents
Part 1
The Role and Value of Marketing Research 0
Chapter 1 
Marketing Research and Managerial Decision Making 0
MARKETING RESEARCH AND DECISION MAKING: SAAB CARS USA 00
Value of Marketing Research Information
Relationship Marketing and the Marketing Research Process
Relationship Marketing and Customer Relationship Management
Marketing Planning and Decision Making
Marketing Situation Analysis
 Market Analysis
 Market Segmentation
 Competitive Analysis
Marketing Strategy Design 
 Target Marketing
 Positioning
 New-Product Planning
Marketing Program Development
 Product Portfolio Analysis
 Distribution Decisions
 Pricing Decisions
 Integrated Marketing Communications
Marketing Program Implementation and Control
 Marketing Program Control
 Information Analysis
The Marketing Research Industry 
 Types of Marketing Research Firms
A CLOSER LOOK AT RESEARCH?IN THE FIELD: YAHOO! AND AC NIELSEN: A 
MARKETING RESEARCH MARRIAGE THROUGH TECHNOLOGY
 Changing Skills for a Changing Industry
Ethics in Marketing Research Practices 
 Unethical Activities by the Client/Research User
 Unethical Activities by the Research Provider or Research Company
 Unethical Activities by the Respondent
 Marketing Research Codes of Ethics
Emerging Trends and Organization of This Book
 Continuing Case: The Santa Fe Grill Mexican Restaurant
MARKETING RESEARCH IN ACTION: CONTINUING CASE: THE SANTA FE 
GRILL
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix 1.A: Careers in Marketing Research with a Look at Federal Express
Chapter 2
Overview of the Research Process and Research Proposals
SOLVING MARKETING PROBLEMS USING A SYSTEMATIC PROCESS
Value of the Research Process
Changing View of the Marketing Research Process
 Determining the Need for Information Research
A CLOSER LOOK AT RESEARCH?IN THE FIELD: MANAGEMENT DECISION 
MAKERS AND MARKETING RESEARCHERS
Overview of the Research Process 
 Transforming Data into Knowledge
 Interrelatedness of the Steps and the Research Process
Phase I: Determine the Research Problem 
 Step 1: Identify and Clarify Information Needs
A CLOSER LOOK AT RESEARCH?IN THE FIELD: ?CAN I GET A NEW COKE 
PLEASE??
 Step 2: Define the Research Problem and Questions
 Step 3: Specify Research Objectives and Confirm the Information Value 
A CLOSER LOOK AT RESEARCH?SMALL BUSINESS IMPLICATIONS: FORD 
FOUNDATION
Phase II: Select the Research Design
 Step 4: Determine the Research Design and Data Sources
 Step 5: Develop the Sampling Plan and Sample Size
 Step 6: Examine Measurement Issues and Scales
 Step 7: Design and Pretest the Questionnaire
Phase III: Execute the Research Design
 Step 8: Collect and Prepare Data
 Step 9: Analyze Data
 Step 10: Interpret Data to Create Knowledge
Phase IV: Communicate the Research Results 
 Step 11: Prepare and Present the Final Report
Develop a Research Proposal 
MARKETING RESEARCH IN ACTION: WHAT DOES A RESEARCH PROPOSAL 
LOOK LIKE? EXCELSIOR HOTEL PREFERRED GUEST CARD RESEARCH 
PROPOSAL
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 3
Information-Driven Technology and the Research Process
GOOGLE FOR KNOWLEDGE
Value of New Technology in Marketing Research Practices
Technology and the Marketing Research Process
 Research Problems, Objectives, and Technological Approaches
 Portals as Problem Detectors and Opportunity Assessors
Influence of Technology on Research Designs and Data Sources
 Benefits of Transactional and Analytical Customer Data
 Technology and Data Enhancement: Biometrics and Smartcards
Technology and Primary Data Collection
 Nontraditional Technology?Driven Data Collection Methods
 Social Networking as a Marketing Research Tool
 Social Networks and Focus Group Interviews
A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: ONLINE OPTIONS 
FOR FOCUS GROUP RESEARCH
Technology-Driven Data Analysis in Marketing Research
Disseminating Marketing Research Results through Research Portals
MARKETING RESEARCH IN ACTION: CONTINUING CASE: THE SANTA FE 
GRILL AND TECHNOLOGY 
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 4
Market Intelligence and Database Research 
CONSUMER DATABASES ENHANCE CUSTOMER RETENTION
Value of Market Intelligence and Database Information
Databases and Market Intelligence
Transforming Marketing Research into Market Intelligence
A CLOSER LOOK AT RESEARCH?IN THE FIELD: MARKETING INTELLIGENCE 
IN THE FINANCIAL SERVICES INDUSTRY
 Strategic Use of Customer Information
 Information Based on a Transactional Focus
 Companywide Approach to Using Database Information
 Technology Support of Market Intelligence
Marketing Databases
 Purposes of a Customer Database
Marketing Research and Data Enhancement
 Effective Development of Enhanced Databases
Dynamics of Database Development
 Rules of Thumb in Database Development
Database Technology
Data Warehousing
 Marketing-Related Data and Data Warehousing
Data Mining: Transforming Data into Knowledge
 The Data Mining Process
Database Modeling
A CLOSER LOOK AT RESEARCH?IN THE FIELD: DATABASE AMERICA 
INTRODUCES SALESLEADSTM?FIRST WEB-BASED LEAD-GENERATING 
SERVICE FOR CONSUMERS AND SMALL BUSINESSES
 Scoring Models
 Lifetime Value Models
MARKETING RESEARCH IN ACTION: THE FUNCTION OF DATABASES WITHIN 
THE FINANCIAL SERVICES INDUSTRY: LEADING WITH DATA
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Part 2
Designing Marketing Research Projects
Chapter 5
Secondary Research: Designs, Searches, and Sources
SECONDARY RESEARCH GOES GLOBAL
Value of Secondary Research
Nature and Scope of Secondary Research
Role of Secondary Data in Marketing Research
 Secondary Data and Customer Relationship Management
 Secondary Data and the Marketing Research Process
Secondary Research Designs
 Literature Reviews
A CLOSER LOOK AT RESEARCH?IN THE FIELD: GOOGLE AND EBAY FORM 
NEW ?CLICK-TO-CALL? ALLIANCE
 Electronic Searches: Popular Sources
 Scholarly Research
Online Electronic Searches for Secondary Data
Advantages and Limitations of Using Secondary Data
 Advantages of Secondary Data
 Limitations of Secondary Data
Internal and External Sources of Secondary Data
 Internal Secondary Data Sources
 External Secondary Data Sources
 North American Industry Classification System (NAICS)
 Government Documents
 Secondary Sources of Business Information
A CLOSER LOOK AT RESEARCH?IN THE FIELD: SECONDARY DATA AND THE 
MARKET INTELLIGENCE PROCESS: PLACING A VALUE ON CUSTOMER 
INFORMATION
 Continuing Case: Using Secondary Data for the Santa Fe Grill
Syndicated Sources of Secondary Data 
 Characteristics of Syndicated Data Sources
 Consumer Panels
 Store Audits
The Internet as a Growing Source of Secondary Data 
A CLOSER LOOK AT RESEARCH?IN THE FIELD: CUSTOMIZED DATA
MARKETING RESEARCH IN ACTION: CONTINUING CASE: SANTA FE GRILL 
CONSIDERING EXPANSION
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 6
Exploratory Research Using Qualitative and Observation Methods
CULTURE CODES BRING INSIGHTS TO CHRYSLER?S JEEP
Value of Exploratory Research 
Observation and Questioning as Methods of Collecting Primary Data
Overview of Qualitative and Quantitative Research Methods 
 Quantitative Research Methods
 Qualitative Research Methods
 When to Use Qualitative Research Methods in Exploratory Designs
 Advantages and Disadvantages of Qualitative Research Methods
Questioning Techniques in Qualitative Research 
 In-Depth Interviews
A CLOSER LOOK AT RESEARCH?IN THE FIELD: INSIGHTS INTO BUSINESS 
CUSTOMERS? HOTEL NEEDS AND WANTS
 Focus Group Interviews 
A CLOSER LOOK AT RESEARCH?IN THE FIELD: DIMENSIONS OF SERVICE 
QUALITY
 Conducting Focus Group Interviews 
A CLOSER LOOK AT RESEARCH?SMALL BUSINESS IMPLICATIONS: 
MODERATOR?S GUIDE FOR VAIL PERFORMING ARTS PROGRAM FOCUS 
GROUP INTERVIEW SESSIONS
 Impact of New Technologies on Focus Group Research
GLOBAL INSIGHTS: UNDERSTANDING FOCUS GROUP RESEARCH ABROAD 
 Other Qualitative Research Methods 
GLOBAL INSIGHTS: CUSTOM DOORS, INC., ENTERS THE JAPANESE 
COMMERCIAL MARKET
 Continuing Case: Santa Fe Grill Mexican Restaurant
Overview of Observation Methods
 Appropriate Conditions for Using Observation Techniques
 Unique Characteristics of Observation Techniques
 Selecting the Appropriate Observation Method
 Benefits and Limitations of Observation Methods
ETHICS: MINIMIZING BIAS IN RESEARCH DESIGNS: SUBJECTS? 
UNAWARENESS CAN RAISE MANY QUESTIONS
MARKETING RESEARCH IN ACTION: CONTENT ANALYSIS: THE FUTURE OF 
FOR-PROFIT HIGHER EDUCATION
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions 
Chapter 7
Analyzing and Reporting Qualitative Research
WIRELESS COMMUNICATION?S IMPACT ON SOCIAL BEHAVIOR
Nature of Qualitative Data Analysis
Qualitative versus Quantitative Analysis
The Process of Analyzing Qualitative Data
 Managing the Data Collection Effort
 Step 1: Data Reduction
 Step 2: Data Display
 Step 3: Conclusion Drawing/Verification 
Writing the Report
 Introduction
 Analysis of the Data/Findings
 Conclusions and Recommendations: Marketing Implications
 Continuing Case: Using Qualitative Research for the Santa Fe Grill
MARKETING RESEARCH IN ACTION: ANALYZING QUALITATIVE DATA: 
HOTEL TRAVELERS? CHEERS AND JEERS AT THEIR EXPERIENCES
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions 
Chapter 8
Descriptive Research Designs Using Surveys
MALES LIKE MALL SHOPPING: INSIGHTS TO THEIR SHOPPING INTERESTS
Value of Descriptive Survey Research Designs
Descriptive Designs and Surveys in Quantitative Research
Overview of Constructs, Variables, and Relationships
Overview of Survey Research Methods
 Advantages of Survey Methods
 Disadvantages of Survey Methods
Types of Errors in Survey Research
 Sampling Error
 Nonsampling Errors
Types of Survey Methods 
 Person-Administered Surveys
 Telephone-Administered Surveys
ETHICS?USING TECHNOLOGY: SUGGING IS A FEDERAL OFFENSE
 Self-Administered Surveys
 Online Survey Methods
A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: VIRTUAL REALITY IN 
MARKETING RESEARCH
Selecting the Appropriate Survey Method 
 Situational Characteristics
 Task Characteristics
 Respondent Characteristics
MARKETING RESEARCH IN ACTION: CONTINUING CASE: SANTA FE GRILL 
MEXICAN RESTAURANT: DEVELOPING RESEARCH QUESTIONS, FORMING 
HYPOTHESES, AND SELECTING A SURVEY METHOD
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 9
Causal Research Designs and Test Markets
	
TEST MARKETING TO GAUGE NEW-PRODUCT ACCEPTANCE: LEE APPAREL 
COMPANY 
Value of Experimentation and Test Marketing
Overview of Causal Research Designs
The Nature of Experimentation
A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: BEHAVIORSCAN: A 
DEVICE USED FOR TESTING NEW PRODUCTS AND MARKETING PROGRAMS
How Variables Are Used in Experimental Designs
The Role of Theory in Experimental Designs 
Laboratory and Field Experiments
Validity and Reliability Concerns with Experimental Designs
 Internal Validity
 External Validity
 Construct Validity
 Reliability of Experimental Research Designs
 Improving the Internal and External Validity of Experimental Designs
Types of Experimental Research Designs 
 Pre-experimental Designs
 True Experimental Designs
 Quasi-experimental Designs
Field Experiments 
 Factorial Designs
 Latin Square Designs
 Considerations in Using Field Experiments 
 Validity Concerns
Test Marketing 
 Traditional Test Markets
 Controlled Test Markets
A CLOSER LOOK AT RESEARCH?IN THE FIELD: GOOD TEST MARKET 
RESULTS DO NOT GUARANTEE NEW-PRODUCT SUCCESS: COORS GIVES THE 
COLD SHOULDER TO WINE COOLERS 
 Electronic Test Markets
A CLOSER LOOK AT RESEARCH?IN THE FIELD: STARBUCKS HAS UPSCALE 
CONCEPT PERCOLATING 
 Simulated Test Markets
 Web-Based TV Test Markets
 Virtual Test Markets
A CLOSER LOOK AT RESEARCH?IN THE FIELD: GOODYEAR STEPS OUT OF 
ITS OWN STORES
 Other Issues in Test Marketing
MARKETING RESEARCH IN ACTION: RIDERS FITS NEW DATABASE INTO 
BRAND LAUNCH: THE INITIAL LAUNCH
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Part 3
Designing and Conducting Surveys
Chapter 10
Sampling: Theories, Designs, and Plans
TECHNOLOGY AND SAMPLING PROCEDURES: CAN THE TWO EVER CO-EXIST?
The Value of Sampling Methods in Marketing Research 
Types of Probability Sampling Designs
 Simple Random Sampling
 Systematic Random Sampling
 Stratified Random Sampling
 Cluster Sampling 
ETHICS?SAMPLING METHODS: U.S. CENSUS BUREAU MISLEADS CONGRESS 
Types of Nonprobability Sampling Designs 
 Convenience Sampling
 Judgment Sampling
 Quota Sampling
 Snowball Sampling
Determining the Appropriate Sampling Design 
 Research Objectives
 Degree of Accuracy
 Resources
 Time Frame
 Knowledge of the Target Population
 Scope of the Research
A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: THE INTERNET 
PROVIDES VALUABLE INTELLIGENCE INFORMATION
 Statistical Analysis 
Steps in Developing a Sampling Plan 
 Step 1: Define the Target Population
 Step 2: Select the Data Collection Method
 Step 3: Identify the Sampling Frame(s) Needed
 Step 4: Select the Appropriate Sampling Method
 Step 5: Determine Necessary Sample Sizes and Overall Contact Rates
 Step 6: Create an Operating Plan for Selecting Sampling Units
 Step 7: Execute the Operational Plan
MARKETING RESEARCH IN ACTION: CONTINUING CASE: SANTA FE GRILL: 
DEVELOPING A SAMPLING PLAN FOR A NEW MENU INITIATIVE SURVEY 
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 11
Overview of Measurement: Construct Development and Scaling 
SANTA FE GRILL MEXICAN RESTAURANT: PREDICTING CUSTOMER LOYALTY
Value of Measurement in Information Research
Overview of the Measurement Process
 Construct Development
 Abstractness of the Construct
 Determining Dimensionality of the Construct
 Assessing Construct Validity
 Construct Operationalization
A CLOSER LOOK AT RESEARCH?IN THE FIELD: PROBLEM IN CONSTRUCT 
DEVELOPMENT
Basic Concepts of Scale Measurement 
 Types of Data Collected in Research Practices
 The Nature of Scale Measurement
 Properties of Scale Measurements
 Basic Levels of Scales 
Developing and Refining Measurement Scales
 Criteria for Scale Development
A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: MACRO 
CONSULTING, INC.
MARKETING RESEARCH IN ACTION: PART 1: WHAT YOU CAN LEARN FROM A 
CUSTOMER LOYALTY INDEX
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 12
Advanced Measurement Designs for Survey Research
ATTITUDE AND IMAGE MEASUREMENTS IN MARKETING RESEARCH
Value of Attitude Measurement 
Nature of Attitudes and Marketplace Behaviors
 Components of Attitudes
Measuring Attitudes and Behaviors 
 Likert Scale
 Semantic Differential Scale
 Behavior Intention Scale
 Strengths and Weaknesses of Attitude and Behavior Intention Scales
A CLOSER LOOK AT RESEARCH?SMALL BUSINESS IMPLICATIONS: INSTANT 
ON-SITE CUSTOMER SATISFACTION FEEDBACK
 Other Types of Comparative and Noncomparative Scales
 Comments on Single-Item and Multiple-Item Scales
 Measurement Design Issues
MARKETING RESEARCH IN ACTION: PART 2: SCALE MEASUREMENTS USED IN 
CREATING A CUSTOMER LOYALTY INDEX
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix 12.A: Trilogy and Affect Global Approaches
Chapter 13
Questionnaire Design: Concepts and Issues
CAN SURVEYS BE USED TO DEVELOP UNIVERSITY RESIDENCE LIFE PLANS?
Value of Questionnaires in Marketing Research
Questionnaire Design
 Theoretical Components of a Questionnaire
 Description versus Prediction 
A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: COMPUTERIZED 
QUESTIONNAIRES
 Accuracy versus Precision
 Value of a Good Survey Instrument
Flowerpot Approach to Questionnaire Design
 Impact of the Flowerpot Approach on Questionnaire Development
 Developing a Flowerpot-Designed Questionnaire
Developing Cover Letters 
 The Role of a Cover Letter
 Guidelines for Developing Cover Letters
A CLOSER LOOK AT RESEARCH?IN THE FIELD: COVER LETTER
ETHICS: TELEPHONE SURVEY GOES SOUR
Other Documents Associated with Survey Instrument Designs 
 Supervisor Instructions
 Interviewer Instructions
 Screening Forms
 Quota Sheets
 Rating Cards
 Call Record Sheets
MARKETING RESEARCH IN ACTION: CONTINUING CASE: DESIGNING A 
QUESTIONNAIRE TO ASSESS THE DINING HABITS AND PATTERNS OF THE 
SANTA FE GRILL?S CUSTOMERS
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Part 4
Data Preparation, Analysis, and Reporting Results 
Chapter 14
Preparing Survey Data for Analysis
WAL-MART AND SCANNER TECHNOLOGY
Value of Preparing Data for Analysis
Data Validation
Editing and Coding
 Asking the Proper Questions
 Accurate Recording of Answers
 Correct Screening Questions
 Responses to Open-Ended Questions
The Coding Process
Data Entry
Error Detection
Data Tabulation
A CLOSER LOOK AT RESEARCH?IN THE FIELD: DATA COLLECTION SHOULD 
NOT BE MANUAL LABOR
 One-Way Tabulation
 Descriptive Statistics
 Graphical Illustration of Data
MARKETING RESEARCH IN ACTION: EXAMINING DATA: DELI DEPOT
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 15
Data Analysis: Testing for Significant Differences
STATISTICAL SOFTWARE MAKES DATA ANALYSIS EASY
Value of Testing for Differences in Data
Analyzing the Santa Fe Grill Database
 Analyzing Groups
 Select Cases Analysis
Measures of Central Tendency 
 Mean
 Mode
 Median
 SPSS Applications?Measures of Central Tendency
Measures of Dispersion 
 Range
 Standard Deviation
 SPSS Applications?Measures of Dispersion
Analyzing Relationships in Sample Data
 Sample Statistics and Population Parameters
 Univariate Statistical Tests 
 SPSS Application?Univariate Hypothesis Test
 Bivariate Statistical Tests
 Comparing Means: Independent versus Related Samples
 Using the t-Test to Compare Two Means
 SPSS Application?Independent Samples t-Test
 SPSS Application?Paired Samples t-Test
 Analysis of Variance (ANOVA)
Perceptual Mapping 
 Perceptual Mapping Applications in Marketing Research
 Continuing Case: The Santa Fe Grill
MARKETING RESEARCH IN ACTION: EXAMINING RESTAURANT IMAGE 
POSITIONS: REMINGTON?S STEAK HOUSE
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Chapter 16
Data Analysis: Testing for Associations
DATA MINING HELPS REBUILD PROCTER & GAMBLE AS A GLOBAL 
POWERHOUSE
Examining Relationships between Variables
 Covariation and Variable Relationships
Correlation Analysis
 Pearson Correlation Coefficient Assumptions
 SPSS Application?Pearson Correlation
 Substantive Significance of the Correlation Coefficient
 Influence of Measurement Scales on Correlation Analysis
 SPSS Application?Spearman Rank Order Correlation
 SPSS Application?Calculating Median Rankings
Regression Analysis
 Fundamentals of Regression Analysis
 Developing and Estimating the Regression Coefficients
 SPSS Application?Bivariate Regression
 Significance
Multiple Regression Analysis 
 Statistical Significance
 Substantive Significance
 SPSS Application?Multiple Regression
Multicollinearity and Multiple Regression Analysis
 SPSS Application?Multicollinearity 
Dummy Variables and Multiple Regression
 SPSS Application?Use of Dummy Variables in Regression
MARKETING RESEARCH IN ACTION: CUSTOMER SATISFACTION SURVEY: THE 
ROLE OF EMPLOYEES IN DEVELOPING A CUSTOMER SATISFACTION 
PROGRAM 
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix 16.A: Formulas for Calculating Correlation and Regression Issues
Appendix 16.B: Examining Residuals
Chapter 17
Overview of Multivariate Analysis Methods
MULTIVARIATE METHODS IMPACT OUR LIVES EVERY DAY
Value of Multivariate Techniques in Data Analysis
A CLOSER LOOK AT RESEARCH?SMALL BUSINESS IMPLICATIONS: XLSTAT
Classification of Multivariate Methods
 Dependence and Interdependence Methods
 Influence of Measurement Scales
GLOBAL INSIGHTS: ANALYSIS FROM GLOBAL RESEARCH MAY YIELD 
INTERESTING 
FINDINGS
Interdependence Methods
 Factor Analysis
 Cluster Analysis
Dependence Methods
 Discriminant Analysis
A CLOSER LOOK AT RESEARCH?USING TECHNOLOGY: DISCRIMINANT 
ANALYSIS?SPSS
 Conjoint Analysis 
MARKETING RESEARCH IN ACTION: CLUSTER AND DISCRIMINANT 
ANALYSIS: DVD RECORDERS REMAIN POPULAR
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Appendix 17.A: Electronics Products Opinion Survey
Chapter 18
Preparing and Presenting Marketing Research Reports
IT TAKES MORE THAN NUMBERS TO COMMUNICATE
Value of Preparing the Marketing Research Report
Marketing Research Reports
Format of the Marketing Research Report
 Title Page
 Table of Contents
 Executive Summary
 Introduction
 Research Methods and Procedures
 Data Analysis and Findings
 Conclusions and Recommendations
 Limitations
 Appendices
Problems in Preparing the Marketing Research Report
The Critical Nature of Presentations
 Guidelines for Preparing the Visual Presentation
MARKETING RESEARCH IN ACTION: REPORTING RESEARCH FINDINGS: 
WRITING THE MARKETING RESEARCH REPORT FOR A FOCUS GROUP 
INTERVIEW 
Summary of Learning Objectives
Key Terms and Concepts
Review Questions
Discussion Questions
Glossary
Endnotes
Name Index
Subject Index 

Library of Congress Subject Headings for this publication:

Marketing research.