Modern Marketing Research: Concepts, Methods, and Cases
1. Purpose and Process of Marketing Research. 2. Research Design and Data Sources. 3. Measurement in Marketing Research. 4. Causal Designs and Marketing Experiments. 5. Data Collection: Exploratory and Conclusive Research. 6. Designing Surveys and Data Collection Instruments. 7. Sampling. 8. Data Analysis and Statistical Methods: Univariate and Bivariate Analyses. 9. Modeling Multivariate Relationships: Multiple Regression for Interval, Binary, and Nominal Dependent Variables. 10. Factor, Cluster, Discriminant, and Latent Class Analyses. 11. Conjoint Analysis and Multidimensional Scaling. 12. Advanced Topics, Research Frontiers, and Preparing the Final Report.--This text refers to an alternatePaperbackedition.