Brief ContentsPART Ⅰ：INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCHChapter 1 INTRODUCTION TO MARKETING RESEARCH 2
Chapter 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH 33
PROFESSIONAL PERSPECTIVES FOR PARTI 68
CASES FOR PARTI 73
PART Ⅱ：RESEARCH DESIGN FORMULATION 83
Chapter 3 RESEARCH DESIGN 84
Chapter 4 EXPLORATORY RESEARCH DESIGN：SECONDARY DATA 114
Chapter 5 EXPLORATORY RESEARCH DESIGN：QUALITATIVE RESEARCH 161
Chapter 6 DESCRIPTIVE RESEARCH DESIGN：SURVEY AND OBSERVATION 194
Chapter 7 CAUSAL RESEARCH DESIGN：EXPERIMENTATION 232
Chapter 8 MEASUREMENT AND SCALING：FUNDAMENTALS AND COMPARATIVE SCALING 269
Chapter 9 MEASUREMENT AND SCALING：NONCOMPARATIVE SCALING TECHNIQUES 289
Chapter 10 QUESTIONNAIRE AND FORM DESIGN 317
Chapter 11 SAMPLING：DESIGN AND PROCEDURES 357
Chapter 12 SAMPLING：FINAL AND INITIAL SAMPLE SIZE DETERMINATION 387
PROFESSIONAL PERSPECTIVES FOR PART Ⅱ 418
CASES FOR PART Ⅱ 426
PART Ⅲ：DATA COLLECTION 441
Chapter 13 FIELD WORK 442
PROFESSIONAL PERSPECTIVES FOR PART Ⅲ 462
CASES FOR PART Ⅲ 465
PART Ⅳ：DATA PREPARATION AND ANALYSIS 469
Chapter 14 DATA PREPARATION 470
Chapter 15 FREQUENCY DISTRIBUTION，CROSSTABULATION，AND HYPOTHESIS TESTING 500
Chater 16 ANALYSIS OF VARIANCE AND COVARIANCE 545
Chapter 17 CORRELATION AND REGRESSION 573
Chapter 18 DISCRIMINANT ANALYSIS 616
Chapter 19 FACTOR ANALYSISChapter 20 CLUSTER ANALYSISChapter 21 MULTIDIMENSIONAL SCALING AND CONJOINT ANALYSIS PROFESSIONAL PERSPECTIVES FOR PART Ⅳ 730
CASES FOR PART Ⅳ 744
PART Ⅴ：COMMUNICATING THE RESEARCH PROJECTChapter 22 REPORT PREPARATION AND PRESENTATION PROFESSIONAL PERSPECTIVES FOR PART Ⅴ 790
CASES FOR PART Ⅴ 794
PART Ⅵ：INTERNATIONAL AND ETHICAL DIMENSIONSChapter 23 INTERNATIONAL MARKETING RESEARCHChapter 24 ETHICS IN MARKETING RESEARCH PROFESSIONAL PERSPECTIVES FOR PART Ⅵ 842
CASES FOR PART Ⅵ 844