Table of contents for Marketing research : an applied approach / Thomas C. Kinnear, James R. Taylor.


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PART 1: 
INTRODUCTION TO MARKETING RESEARCH IN MARKETING DECISION MAKING
CHAPTER 1: Marketing Research Role in Marketing Management
CHAPTER 2: The Marketing Research Business
CHAPTER 3: The Marketing Research Process: Concept and Example
CHAPTER 4: The Decision to Undertake Research
CASES
1-1 National Markets -- Nutritional Labeling
1-2 Weston Food Company
1-3 Field Modular Office Furniture
1-4 United Way of America
1-5 Ethical Dimensions in Marketing Research

PART 2: 
DETERMINE RESEARCH DESIGN AND DATA SOURCES
CHAPTER 5: Research Design and Data Sources
CHAPTER 6: Secondary Data
CASES
2-1 AGT, Inc. 
2-2 Twin Pines Golf and Country Club (A) 
2-3 Automotive Supply, Inc. 
2-4 NestlT

PART 3: 
DEVELOP THE DATA COLLECTION PROCEDURE
CHAPTER 7: The Measurement Process
CHAPTER 8: Attitude Measurement
CHAPTER 9: Causal Designs
CHAPTER 10: Data Collection: Exploratory Research
CHAPTER 11: Data Collection: Conclusive Research 
CHAPTER 12: Designing Data Collection Forms 
CASES 
3-1 New England Soup Company 
3-2 Chrysler Car Leasing Satisfaction Study 
3-3 Mainline Package Goods 
3-4 Unilever's Persil Detergent 
3-5 European Alcohol Research Foundation 
3-6 Kellogg's Heartwise Cereal 
3-7 Parkside Corporation 
3-8 Midwest Marketing Research Associates (A) 

PART 4: 
SAMPLING PLAN AND DATA COLLECTION
CHAPTER 13: The Basics of Sampling
CHAPTER 14: Simple Random Sampling and Sample Size




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