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Part 1 Introduction and Early Phases of Marketing Research
Chapter 1 Introduction to Marketing Research
Chapter 2 Defining the Marketing Research Problem and Developing an Approach
Part 2 Research Design Formulation
Chapter 3 Research Design
Chapter 4 Exploratory Research Design: Secondary Data
Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data
Chapter 6 Exploratory Research Design: Qualitative Research
Chapter 7 Descriptive Research Design: Survey and Observation
Chapter 8 Causal Research Design: Experimentation
Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling
Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques
Chapter 11 Questionnaire and Form Design
Chapter 12 Sampling: Design and Procedures
Chapter 13 Sampling: Final and Initial Sample Size Determination
Part 3 Data Collection, Analysis, and Reporting
Chapter 14 Field Work: Data Collection
Chapter 15 Data Preparation and Analysis Strategy
Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
Chapter 17 Data Analysis: Hypothesis Testing Related to Differences
Chapter 18 Data Analysis: Correlation and Regression
Chapter 19 Report Preparation and Presentation
RUNNING CASE
Case 1.1 Hewlett Packard (HP): Using Marketing Research to Gain a Competitive Edge
COMPREHENSIVE CRITICAL THINKING CASES
Case 2.1 American Idol: A Big Hit for Marketing Research?
Case 2.2 Baskin-Robbins: Can it Bask in the Good `Ole Days?
Case 2.3 Kid stuff?: Determining the Best Positioning Strategy for Akron Children's Hospital
COMPREHENSIVE CASES WITH QUESTIONNAIRES AND REAL DATA
Case 3.1 Bank of America: Leading the American Way
Case 3.2 McDonald's: The World's Number One Fast Food Company!
Case 3.3 Boeing: Taking Flight