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Marketing Research

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Table of Contents

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Chapter 1 Introduction to Marketing ResearchChapter 2 Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATIONChapter 3 Research DesignChapter 4 Exploratory Research Design: Secondary Data Chapter 5 Exploratory Research Design: Qualitative Research Chapter 6 Descriptive Research design: Survey and ObservationChapter 7 Causal Research Design: Experimentation Chapter 8 Measurement and Scaling: Fundamentals and Comparative ScalingChapter 9 Measurement and Scaling: Noncomparative Scaling TechniquesChapter 10 Questionnaire and Form DesignChapter 11 Sampling: Design and ProceduresChapter 12 Sampling: Final and Initial Sample Size DeterminationPART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING Chapter 13 Field WorkChapter 14 Data PreparationChapter 15 Frequency Distribution, Cross-tabulation, and Hypothesis TestingChapter 16 Analysis of Variance and CovarianceChapter 17 Correlation and RegressionChapter 18 Discriminant and Logit AnalysisChapter 19 Factor AnalysisChapter 20 Cluster AnalysisChapter 21 Multidimensional Scaling and Conjoint AnalysisChapter 22 Structural Equation Modeling and Path AnalysisChapter 23 Report Preparation and PresentationChapter 24 International Marketing ResearchRunning Case: DellComprehensive Critical Thinking CasesData Analysis Cases with Real DataComprehensive Cases with Real DataComprehensive Harvard Business School Cases

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