Essentials of Marketing Research 6th edition

Part 1 The Role and Value of Marketing

Research Information 1

1 Marketing Research for Managerial

Decision Making 2

2 The Marketing Research Process and Proposals 28

Part 2 Designing the Marketing Research

Project 51

3 Secondary Data, Literature Reviews,

and Hypotheses 52

4 Exploratory and Observational Research

Designs and Data Collection Approaches 78

5 Descriptive, Predictive and Causal

Research Designs 114

Part 3 Gathering and Collecting

Accurate Data 143

6 Sampling: Theory and Methods 144

7 Measurement and Scaling 170

8 Designing the Questionnaire 208

Part 4 Data Preparation, Analysis,

and Reporting the Results 243

9 Qualitative Data Analysis 244

10 Preparing Data for Quantitative Analysis 268

11 Basic Data Analysis for Quantitative Research 298

12 Examining Relationships in Quantitative

Research 340

13 Communicating Marketing Research Findings 378

Glossary 405

Endnotes 414

Name Index 420

Subject Index 422