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• COVER
• TITLE PAGE
• COPYRIGHT
• DEDICATION
• PREFACE
• The 12th Edition Features the most Profound Changes Compared to any Previous Edition
• Marketing Analytics
• Outstanding Resources for all Teaching Needs
• ACKNOWLEDGMENTS
• CHAPTER 1: Steps in Creating Market Insights and the Growing Role of Marketing Analytics
• Marketing Research and Developing Market Insights
• The Research Process
• Managing the Research Process
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• 1-A Appendix: A Marketing Research Proposal
• Notes
• CHAPTER 2: Secondary Data: A Potential Big Data Input
• Nature of Secondary Data
• Internal Databases
• Big Data
• The Federal Trade Commission
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 3: Measurement to Build Marketing Insight
• Measurement Process
• Step One: Identify the Concept of Interest
• Step Two: Develop a Construct
• Step Three: Define the Concept Constitutively
• Step Four: Define the Concept Operationally
• Step Five: Develop a Measurement Scale
• Step Six: Evaluate the Reliability and Validity of the Measurement
• Attitude Measurement Scales
• Considerations in Selecting a Scale
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 4: Acquiring Data Via a Questionnaire
• Role of a Questionnaire
• Criteria for a Good Questionnaire
• Does It Solicit Information in an Unbiased Manner: Questionnaire Design Process
• Intelligence Moves Into Questionnaire Coding
• Conducting Surveys on Smartphones and Tablets
• The Rapid Growth of Do-It-Yourself (DIY) Surveys
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 5: Sample Design
• Concept of Sampling
• Developing a Sampling Plan
• Sampling and Nonsampling Errors
• Probability Sampling Methods
• Nonprobability Sampling Methods
• Internet Sampling
• Determining Sample Size
• Normal Distribution
• Making Inferences on the Basis of a Single Sample
• Determining Sample Size
• Determining Sample Size for Stratified and Cluster Samples
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 6: Traditional Survey Research
• Why Decision Makers Like Survey Research
• Types of Errors in Survey Research
• Types of Surveys
• Determination of the Survey Method
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Notes
• CHAPTER 7: Qualitative Research
• Nature of Qualitative Research
• Focus Groups
• Other Qualitative Methodologies
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 8: Online Marketing Research: The Growth of Mobile and Social Media Research
• Using the Internet for Secondary Data
• Online Qualitative Research
• Webcam and Streaming Technology Focus Groups
• Online Survey Research
• Commercial Online Panels
• Mobile Internet Research—The Future Is Now
• Social Media Marketing Research
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 9: Primary Data Collection: Observation
• Nature of Observation Research
• Human Observation
• Machine Observation
• Tracking
• Virtual Reality and Augmented Reality Marketing Research
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 10: Marketing Analytics
• What Is Marketing Analytics?
• The Marketing Analytics Process
• Analyzing Data: Descriptive, Predictive, and Prescriptive Analytics
• Advanced Analytical Methods
• Data Visualization
• Privacy Issues
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 11: Primary Data: Experimentation and Test Markets
• What Is an Experiment?
• Demonstrating Causation
• Experimental Setting
• Experimental Validity
• Experimental Notation
• Extraneous Variables
• Experimental Design, Treatment, and Effects
• Limitations of Experimental Research
• Selected Experimental Designs
• Test Markets
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 12: Data Processing and Basic Data Analysis
• Overview of Data Analysis Procedure for Survey Research
• Step One: Validation and Editing of Paper Surveys
• Step Two: Coding
• Step Four: Logical Cleaning of Data
• Step Five: Tabulation and Statistical Analysis
• Graphic Representations of Data
• Descriptive Statistics
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 13: Statistical Testing of Differences and Relationships
• Evaluating Differences and Changes
• Statistical Significance
• Hypothesis Testing
• Commonly Used Statistical Hypothesis Tests
• Goodness of Fit
• Hypotheses about One Mean
• Hypotheses about Proportions
• Analysis of Variance (ANOVA)
• p Values and Significance Testing
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 14: More Powerful Statistical Methods
• Data Scientist—Hot New Career
• Bivariate Statistical Analysis
• Bivariate Analysis of Relationships
• Bivariate Regression
• Correlation for Metric Data: Pearson’s Product–Moment Correlation
• Multivariate Analysis Procedures
• Multivariate Software
• Multiple Regression Analysis
• Multiple Discriminant Analysis
• Cluster Analysis
• Factor Analysis
• Conjoint Analysis
• Neural Networks
• Predictive Analytics26
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• CHAPTER 15: Communicating Analytics and Research Insights
• The Research Report
• Organizing the Report
• Making a Presentation
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Notes
• APPENDIX A STATISTICAL TABLES
• GLOSSARY
• QSR SURVEY
• INDEX
• END USER LICENSE AGREEMENT