Marketing Research 9th edition

Chapter 1 Introduction to Marketing Research 2

Chapter 2 The Marketing Research Industry 20

Chapter 3 The Marketing Research Process and Defining the Problem

and Research Objectives 38

Chapter 4 Research Design 60

Chapter 5 Secondary Data and Packaged Information 88

Chapter 6 Qualitative Research Techniques 120

Chapter 7 Evaluating Survey Data Collection Methods 154

Chapter 8 Understanding Measurement, Developing Questions,

and Designing the Questionnaire 190

Chapter 9 Selecting the Sample 228

Chapter 10 Determining the Size of a Sample 254

Chapter 11 Dealing with Fieldwork and Data Quality Issues 282

Chapter 12 Using Descriptive Analysis, Performing Population Estimates,

and Testing Hypotheses 314

Chapter 13 Implementing Basic Differences Tests 354

Chapter 14 Making Use of Associations Tests 384

Chapter 15 Understanding Regression Analysis Basics 416

Chapter 16 Communicating Insights 446