Marketing research within a changing information environment - Hair, Joseph F.; Bush, Robert P.; Ortinau, David J. (Boston McGraw-Hill/Irwin, 2003)
Table of Contents: Part 1. Marketing Research Information and Technology -- Chapter 1. The Role of Marketing Research in Strategic Planning -- Chapter 2. The Research Process -- Chapter 3. Problem Definition, Research Objectives, and Marketing Research Ethics -- Chapter 4. Strategic Information Management: Secondary Data Sources -- Chapter 5. Customer Relationship Management and the Marketing Research Process -- Part 2. Designing the Marketing Research Project -- Chapter 6. Marketing Research and Database Development -- Chapter 7. Marketing Decision Support Systems and Business Intelligence -- Chapter 8. Exploratory Designs: In-Depth Interviews and Focus Groups -- Chapter 9. Descriptive Research Designs: Survey Methods and Errors -- Chapter 10. Observation Techniques, Experiments, and Test Markets -- Part 3. Gathering and Collecting Accurate Data -- Chapter 11. Sampling: Theory, Designs, and Issues in Marketing Research -- Chapter 12. Overview of Measurement: Construct Development and Scale Measurement -- Chapter 13. Attitude Scale Measurements Used in Survey Research -- Chapter 14. Questionnaire Design and Issues -- Part 4. Data Preparation, Analysis, and Reporting the Results -- Chapter 15. Coding, Editing, and Preparing Data for Analysis -- Chapter 16. Data Analysis: Testing for Significant Differences -- Chapter 17. Data Analysis: Testing for Association -- Chapter 18. Data Analysis: Multivariate Techniques for the Research Process -- Chapter 19. Preparing the Marketing Research Report and Presentation -- Appendix of Statistical Tables. Glossary. Endnotes. Name Index. Subject Index.
Keywords: Marketing research