View the Chapter Summaries one chapter at a time.


Part I:  The Role and Value of Marketing Research Information

1:  Role of Marketing Research in Strategic Planning

2:  The Research Process

3:  Problem Definition, Research Objectives, and Marketing Research Ethics

4:  Strategic Information Management: Secondary Data Sources

Part 2: Marketing Research Information and Technology

5:  Customer Relationship Management and the Marketing Research Process

6:  Marketing Research and Database Development

7:  Marketing Decision Support Systems and Business Intelligence

Part 3:  Designing the Marketing Research Project

8:  Exploratory Designs: In-Depth Interviews and Focus Groups

9:  Descriptive Research Designs: Survey Methods and Errors

10: Observation Techniques, Experiments, and Test Markets

Part 4:  Gathering and Collecting Accurate Data

11:  Sampling: Theory, Designs, and Issues in Marketing Research

12:  Overview of Measurement: Construct Development and Scale Measurement

13:  Attitude Scale Measurements Used in Survey Research

14:  Questionnaire Design and Issues

Part 5:  Data Preparation and Analysis

15:  Coding, Editing, and Preparing Data for Analysis

16:  Data Analysis:  Testing for Significant Differences

17:  Data Analysis: Testing for Association

18:  Data Analysis: Multivariate Techniques for the Research Process

19:  Preparing the Research Report and Presentation