Marketing Research Information Center: Table of Contents


		Table of Contents Preface Walkthrough Sample Chapter DVD Table of Contents Feature Summary Supplements PageOut



	Student Edition
	Instructor Edition

Marketing Research

Donald R. Cooper, Florida Atlantic University
Pamela S. Schindler, Wittenberg University

	Preface and Walkthrough
PART I	Introduction to Marketing Research
	Chapter 1	The Role of Research in Marketing
	Chapter 2	The Marketing Research Industry
	Chapter 3	Thinking Like a Researcher
	Chapter 4	The Marketing Research Process
	Chapter 5	Clarifying the Research Question Through Secondary Data and Exploration
		Appendix 5a: Bibliographic Database Searches
		Appendix 5b: Advanced Searches
	Chapter 6	The Marketing Research Request and Proposal Process
	Chapter 7	Ethics in Marketing Research
PART II	The Design of Marketing Research
	Chapter 8	Research Design: An Overview
	Chapter 9	Qualitative Research
	Chapter 10	Observation Studies
	Chapter 11	Surveys and Interviews
	Chapter 12	Experiments and Test Markets
		Appendix 12a: Complex Experimental Designs
PART III	*The Sources and Collection of Data*
	Chapter 13	Measurement
	Chapter 14	Measurement Scales
	Chapter 15	Questionnaires and Instruments
		Appendix 15a: Crafting Effective Measurement Questions
		Appendix 15b: Pretesting Options and Discoveries
	Chapter 16	Basic Sampling Concepts
	Chapter 17	Determining Sample Size
PART IV	Discovering Insights: Analysis and Presentation of Data
	Chapter 18	Data Preparation and Description
	Chapter 19	Exploring, Displaying, and Examining Data
	Chapter 20	Hypothesis Testing
	Chapter 21	Measures of Association
	Chapter 22	Multivariate Analysis: An Overview
	Chapter 23	Presenting Insights and Findings: Written and Oral Reports
CASE ABSTRACTS
APPENDICES
	Appendix A	Focus Group Discussion Guide
	Appendix B	Direct Marketing Association Information Security Guidelines
	Appendix C	Nonparametric Significance Tests
	Appendix D	Selected Statistical Tables

	References and Readings
	Glossary
	Photo Credits
	Indexes
	DVD Table of Contents

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