Table of contents for Modern marketing research : concepts, methods, and cases / Fred M. Feinberg, Thomas C. Kinnear, James R. Taylor.


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PART 1        !NTRODUCT ON, RESE(ARCH P7OCS ANND
DATA SOURCES
CHAPTER 1     The Purpose of Marketing Research                             3
CHAPTER 2     The Marketing Research Process                               29
CHAPTER 3     Research Design and Data Sources                             59
CASES FOR PART ONE                                                        113
PART 2        PLANNING PROJEC2TS, LDEbINING         RVE JYS,
AND SAMPLING
CHAPTER 4     Measurement in Marketing Research                           139
CHAPTER 5     Causal Designs and Marketing Experiments                    181
CHAPTER 6     Data Collection: Exploratory and Conclusive Research        213
CHAPTER 7     Designing Surveys and Data Collection Instruments           257
CHAPTER 8     Sampling                                                    289
CASES FOR PART TWO                                                        351
PART 3        ANALYZING MARKE TING        (ESEARC    DATA,
ADVANCED TOPICS, AND FN AL REP OR S
CHAPTER 9     Data Analysis and Statistical Methods: Univariate
and Bivariate Analyses                                      391
CHAPTER 10    Modeling Multivariate Relationships: Multiple Regression
For Interval, Binary, and Nominal Dependent Variables       435
CHAPTER 11    The Major Multivariate Methods of Marketing Research        471
CHAPTER 12    Advanced Topics, Research Frontiers, and Preparing
the Final Report                                            567



Library of Congress subject headings for this publication: Marketing research, Marketing Management