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Part I: Introduction to Marketing Research: Introduction to Marketing Research • Scientific Method and the Research Process. Part II: The Marketing Research Process: Research Objectives, Information Needs, and Types of Research • Types of Research I: Exploratory • Types of Research II: Conclusive • Search of Secondary Data • Basic Methods of Collecting Data • Data Collection I: Basic Forms • Data Collection II: Attitude Measurement • Introduction to Sampling • Application of Sampling Methods to Marketing Problems • Data Collection and the Field Force • Preparation and Tabulation of Collected Data • Data Analysis I: Tests of Significance–Sampling Statistics, Chi-Square Analysis, and Analysis of Variance • Data Analysis II: Explaining Observed Differences – Cross-Tabulation, Correlation, and Regression • Data Analysis III: Explaining Observed Differences–Linear Discriminant Analysis and Automatic Interaction Detector• Data Analysis IV: Identifying Interdependencies–Cluster Analysis, Factor Analysis, and Conjoint Analysis • Research Presentation and Research Process Evaluation. Part III: Selected Applications of Marketing Research: Identifying Market Segments • Product Research • Advertising Research • Market and Sales Analysis Research.ISBN-9788185386164
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