Marketing Research: Concepts And Cases, (special Indian Edition)

Table of contents
Part I: Introduction to Marketing Research
1. The Role of Research in Marketing
2. The Marketing Research Industry
3. Thinking Like a Researcher
4. The Marketing Research Process
5. Clarifying the Research Question Through Secondary Data and Exploration
Appendix 5a: Bibliographic Database Searches
Appendix 5b: Advanced Searches
6. The Marketing Research Request and Proposal Process
7. Ethics in Marketing Research

Part II: The Design of Marketing Research
8. Research Design: An Overview
9. Qualitative Research
10. Observation Studies
11. Surveys and Interviews
12. Experiments and Test Markets
Appendix 12a: Complex Experimental Designs

Part III: The Sources and Collection of Data
13. Measurement
14. Measurement Scales
15. Questionnaires and Instruments
Appendix 15a: Crafting Effective Measurement Questions
Appendix 15b: Pretesting Options and Discoveries
16. Basic Sampling Concepts
17. Determining Sample Size

Part IV: Discovering Insights: Analysis and Presentation of Data
18. Data Preparation and Description & Exploration
19. Exploring, Displaying, and Examining Data
20. Hypothesis Testing
21. Measures of Association
22. Multivariate Analysis: An Overview
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