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• Cover
• Title Page
• PREFACE
• The World of Marketing Research Has Changed
• As in Every Past Edition, We Offer Real Data/Real Research/Real Researchers
• As the Field of Marketing Research Continues to Transform, We Are There, Every Step of the Way, Providing the Latest Trends and Methodology in Every Chapter
• Outstanding Resources for All Teaching Needs
• Acknowledgments
• CHAPTER 1: The Role of Marketing Research in Management Decision Making
• Nature of Marketing
• Marketing Research and Decision Making
• SUMMARY
• KEY TERMS
• QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 2: 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 AND CRITICAL THINKING
• APPENDIX 2A A MARKETING RESEARCH PROPOSAL
• CHAPTER 3: Secondary Data and Big Data Analytics
• Nature of Secondary Data
• Internal Databases
• Big Data Analytics
• Geographic Information Systems
• Decision Support Systems
• SUMMARY
• KEY TERMS
• QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 4: Qualitative Research
• Nature of Qualitative Research
• Focus Groups
• Other Qualitative Methodologies
• Future of Qualitative Research
• SUMMARY
• KEY TERMS
• QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 5: 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 AND CRITICAL THINKING
• CHAPTER 6: Online Marketing Research—The Growth of Mobile and Social Media Research
• The Online World
• Using the Internet for Secondary Data
• Online Qualitative Research
• Online Survey Research
• Commercial Online Panels
• Mobile Internet Research—The Future Is Now
• Social Media Marketing Research
• SUMMARY
• KEY TERMS
• QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 7: Primary Data Collection: Observation
• Nature of Observation Research
• Human Observation
• Machine Observation
• Tracking
• Observation Research and Virtual Shopping
• SUMMARY
• KEY TERMS
• QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 8: 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 AND CRITICAL THINKING
• CHAPTER 9: 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
• Scaling Defined
• Attitude Measurement Scales
• Considerations in Selecting a Scale
• SUMMARY
• KEY TERMS
• QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 10: 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 on Questionnaire Development
• Adapting to Mobile Device Questionnaires
• Costs, Profitability, and Questionnaires
• SUMMARY
• KEY TERMS
• QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 11: 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 AND CRITICAL THINKING
• CHAPTER 12: 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 AND CRITICAL THINKING
• CHAPTER 13: Data Processing and Fundamental Data Analysis
• Overview of the Data Analysis Procedure
• Step One: Validation and Editing
• Step Two: Coding
• Step Three: Data
• Step Four: Logical Cleaning of Data
• Step Five: Tabulation and Statistical Analysis
• Graphic Representations of Data
• Descriptive Statistics
• Evaluating Differences and Changes
• Statistical Significance
• Hypothesis Testing
• P Values and Significance Testing
• SUMMARY
• KEY TERMS
• QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 14: More Powerful Statistical Methods
• Statistical Software
• Correlation Analysis
• Regression Analysis
• Cluster Analysis
• Factor Analysis
• Conjoint Analysis
• Big Data and Hadoop
• SUMMARY
• KEY TERMS
• QUESTIONS FOR REVIEW AND CRITICAL THINKING
• CHAPTER 15: Communicating the Research Results
• The Research Report
• Organizing the Report
• Interpreting the Findings
• The Presentation
• Making a Presentation
• 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 AND CRITICAL THINKING
• APPENDIX ONE: Statistical Tables
• INDEX
• End User License Agreement