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• Table of Contents
• Appendix: Statistical Tables
• 1. Introduction to Marketing Research
• 2. Defining the Marketing Research Problem and Developing an Approach
• 3. Research Design
• 4. Exploratory Research Design: Secondary Data
• 5. Exploratory Research Design: Syndicated Sources of Secondary Data
• 6. Exploratory Research Design: Qualitative Research
• 7. Descriptive Research Design: Survey and Observation
• 8. Casual Research Design: Experimentation
• 9. Measurement and Scaling: Fundamentals and Comparative Scaling
• 10. Measurement and Scaling: Noncomparative Scaling Techniques
• 11. Questionnaire and Form Design
• 12. Sampling: Design and Procedures
• 13. Sampling: Final and Initial Sample-Size Determination
• 14. Fieldwork: Data Collection
• 15. Data Preparation and Analysis Strategy
• 16. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
• 17. Data Analysis: Hypothesis Testing Related to Differences
• 18. Data Analysis: Correlation and Regression
• 19. Report Preparation and Presentation
• Case: Hewlett-Packard (HP): Using Marketing Research to Gain a Competitive Edge
• Case: Baskin-Robbins: Can It Bask in the Good ‘Ole Days?
• Case: McDonald’s: The World’s Number One Fast-Food Company!
• Case: Boeing: Taking Flight
• Comprehensive Questions for TruEarth Healthy Foods: Market Research for a New Product Introduction
• Comprehensive Questions for Metabical: Positioning and Communications Strategy for a New Weight-Loss
• Comprehensive Questions for Saxonville Sausage Company
• Index
• A
• B
• C
• D
• E
• F
• G
• H
• I
• J
• K
• L
• M
• N
• O
• P
• Q
• R
• S
• T
• U
• V
• W
• X
• Y