Revised edition of the author's Marketing research, c2010

Includes bibliographical references and index

Part 1 Introduction and early phases of marketing research : Introduction to marketing research pp. 28-56 -- Defining the marketing research problem and developing an approach pp. 57-88

Part 2 Research design formula : Research design pp. 90-117 -- Exploratory research design: Secondary and syndicated data pp. 118-149 -- Exploratory research design: Qualitative research pp. 150-189 -- Descriptive research design: survey and observation pp. 190-233 -- Causal research design: Experimentattion pp. 234--265 -- Measurement and scaling: Fundamentals and comparative scaling pp. 266-287 -- Measurement and scaling: Noncomparative scaling techniques pp. 288-315 -- Questionaire and form design pp. 316-386 -- Sampling: Final and initial sample size determination pp. 387-414

Part 3 Data collection, preparation analysis and reporting : Fieldwork pp. 416-432 -- Data preparation pp. 433-462 -- Frequency distribution, cross-tabulation, and hypothesis testing pp. 463-507 -- Analysis of variance andcovariance pp. 508-536 -- Correlation and regression pp. 537-573 -- Dic=scriminant and logit analysia pp. 574-605 -- Factor analysis pp. 606-631 -- Cluster analysis pp. 632-657 -- Multidimensional scaling and conjoint analysis pp. 658- 689 -- Structural equation modeling and path analysis pp. 690-724 -- Report preparation and presentation pp. 725-751

Cases : HP: Using Marketing Research to Gain a Competitive Edge pp. 752-756 -- Baskin-Robbins: Can It Bask in the Good ‘Ole Days? pp. 757-759 -- Kid Stuff? Determining the Best positioning Strategy for Akron Children’s Hospital pp. 760-761 -- AT&T Wireless: Ma Bell Becomes Ma Again pp. 762-765 -- IBM: A Top Provider of Computer Hardware, Software, and Services pp. 766-773 -- Kimberly-Clark: Competing Through Innovation pp. 774-780 -- JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions pp. 781-786 -- Wendy’s: History and Life After Dave Thomas pp. 787-792