Table of Contents: Marketing research /

Table of Contents:

1. A decision-making perspective on marketing intelligence
2. Marketing research in practice
3. The marketing research process
4. Research design and implementation
5. Secondary sources of marketing data
6. Standardized sources of marketing data
7. Marketing research on the Internet
8. Information collection : qualitative and observational methods
9. Information from respondents : issues in data collection
10. Information from respondents : survey methods
11. Attitude measurement
12. Designing the questionnaire
13. Experimentation
14. Sampling fundamentals
15. Sample size and statistical theory
16. Fundamentals of data analysis
17. Hypothesis testing : basic concepts and tests of associations
18. Hypothesis testing : means and proportions
19. Correlation analysis and regression analysis
20. Discriminant and canonical analysis
21. Factor and cluster analysis
22. Multidimensional scaling and conjoint analysis
23. Presenting the results
24. Traditional applications : product, price, distribution and promotion
25. Contemporary applications : competitive advantage, brand equity, customer satisfaction, and total quality management
26. Emerging applications : database marketing, e-commerce, relationship marketing, and customer intelligence.