| Part 1: Marketing Research, the Research Process, and Problem Definition Chapter 1: Marketing Research: It's Everywhere! Chapter 2: Alternative Approaches to Marketing Intelligence Chapter 3: The Research Process and Problem Formulation Cases for Part 1Part 2: Determine Research Design Chapter 4 Research Design, Exploratory Research, and Qualitative Data Chapter 5: Descri Research Chapter 6: Causal Designs Cases for Part 2Part 3: Design Data-Collection Methods and Forms Chapter 7: Data Collection: Scondary Data Chapter 8: Data Collection: Primary Data Chapter 9: Questionnaires and Data-Collection Forms Chapter 10: Attitude Measurement Appendix 10: Psychological Measurement Cases for Part 3Part 4: Sample Design for Data Collection and Sample Size Chapter 11: Sampling Procedures Chapter 12: Determining Sample Size Chapter 13: Collection the Data: Field Procedures and Nosampling Errors Cases for part 4Part 5: Data Analysis and interpretationb Chapter 14: Preprocessing the Data, and Doing Cross-Tabs Appendix 14: Chi-Square and Related Indices for Cross-Tabs Chapter 15: Data Analysis-Basic Questions Appendix 15: Quick Stats Review Chapter 16: Are My Groups the Same ofr Different? Appendix 16: Analysis of Variance Chapter 17: Are These Variables Related? Appendix 17: Conjoint Analysis Chapter 18 Multivariate Data Analysis Appendix 18: More Multivariate Statistical Techniques Cases for Part 5Part 6: The Research Report Chapter 19 The Research Report Epilogue Appendix A: Cumulative Probabilities for the Standard Normal Distribution Appendix B: Critical Values of X2 Appendix C: Critical Values of t Appendix D: Percentage Points for the F Distribution a=0.5GlossarySubject IndexAuthor Index |
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