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• Cover
• Title Page
• Preface
• CHAPTER 1: The Role of Marketing Research in Management Decision Making
• Nature of Marketing
• Marketing Research and Decision Making
• Development of Marketing Research
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• CHAPTER 2: The Marketing Intelligence Universe and Research Ethics
• Rapidly Changing Structure of the Marketing Research Industry
• Organizations Involved in Marketing Intelligence
• Consumer and Industrial Corporate Marketing Research Departments
• Research Suppliers
• Using Marketing Research—A Corporate Perspective
• Marketing Research Ethics
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 3: Problem Definition, Exploratory Research, and the Research Process
• Critical Importance of Correctly Defining the Problem
• Research Objectives As Hypotheses
• Marketing Research Process
• Managing the Research Process
• The Marketing Research Proposal
• What Motivates Decision Makers to Use Research Information?
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 4: Secondary Data, Big Data, and Data Analytics
• Nature of Secondary Data
• Internal Databases
• Big Data Analytics
• Decision Support Systems
• Summary
• Key Terms
• Questions for Review and Critical Thinking
• Working the Net
• CHAPTER 5: Qualitative Research
• Nature of Qualitative Research
• Focus Groups
• Other Qualitative Methodologies
• Future of Qualitative Research
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 6: Traditional Survey Research
• Popularity of Survey Research
• Types of Errors in Survey Research
• Types of Surveys
• Determination of the Survey Method
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• CHAPTER 7: Online Marketing Research: The Growth of Mobile and Social Media Research
• The Online World
• Using the Internet for Secondary Data
• Online Qualitative Research
• Webcam 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
• CHAPTER 8: Primary Data Collection: Observation
• Nature of Observation Research
• Human Observation
• Machine Observation
• Tracking
• Virtual Reality Research
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 9: Primary Data Collection: 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
• CHAPTER 10: The Concept of Measurement
• 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
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 11: Using Measurement Scales to Build Marketing Effectiveness
• Attitudes, Behavior, and Marketing Effectiveness
• Attitude Measurement Scales
• Considerations in Selecting a Scale
• Attitude Measures and Management Decision Making
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 12: Questionnaire Design
• Role of a Questionnaire
• Criteria for a Good Questionnaire
• Does It Solicit Information in an Unbiased Manner: Questionnaire Design Process
• Impact of the Internet and Mobile Phones on Questionnaire Development
• Adapting to Mobile Device Questionnaires
• Costs, Profitability, and Questionnaires
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 13: Basic Sampling Issues
• Concept of Sampling
• Developing a Sampling Plan
• Sampling and Nonsampling Errors
• Probability Sampling Methods
• Nonprobability Sampling Methods
• Internet Sampling
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 14: Sample Size Determination
• Determining Sample Size for Probability Samples
• Normal Distribution
• Population and Sample Distributions
• Sampling Distribution of the Mean
• Determining Sample Size
• Statistical Power
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 15: Data Processing and Basic Data Analysis
• Overview of Data Analysis Procedure
• Step One: Validation and Editing of Paper Surveys
• Step Two: Coding
• Step Three: Data Capture
• 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
• CHAPTER 16: 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 Two Means
• Hypotheses about Proportions
• Analysis of Variance (ANOVA)
• P Values and Significance Testing
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 17: Bivariate Correlation and Regression
• Bivariate Analysis of Association
• Bivariate Regression
• Correlation for Metric Data: Pearson’s Product–Moment Correlation
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 18: Multivariate Data Analysis
• Multivariate Analysis Procedures
• Multivariate Software
• Multiple Regression Analysis
• Multiple Discriminant Analysis
• Cluster Analysis
• Factor Analysis
• Conjoint Analysis
• Big Data and Hadoop
• Predictive Analytics
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 19: Communicating the Research Results
• The Research Report
• Organizing the Report
• Interpreting the Findings
• Making a Presentation
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• CHAPTER 20: Managing Marketing Research
• Marketing Research Supplier Management
• Communication
• The Key Role of the Project Manager
• Managing the Research Process
• Managing a Marketing Research Department
• Summary
• Key Terms
• Questions for Review & Critical Thinking
• Working the Net
• Appendix A: Statistical Tables
• Appendix B: Considerations in Creating a Marketing Plan (Online)
• Appendix C: Comprehensive Cases (Online)
• Endnotes
• Glossary
• QSR Survey
• Index
• End User License Agreement