Essentials of Marketing Research
Publisher: Bookboon.com
Published: 2013
ISBN-13: 9788776814113
Table of contents: title: Content; title: 1. Introduction to marketing research: Scientific research approach and Problem definition; title: 1.1. Introduction; title: 1.2. Marketing Research; title: 1.3. Scientific marketing research process; title: 1.4. Defining a problem; title: 1.5. What marketing research cannot do?; title: 1.6. Conclusion; title: 2. Exploratory research design; title: 2.1. Chapter summary; title: 2.2. Research design and its importance in research; title: 2.3. Classification and differences between research designs; title: 2.4. Exploratory research design; title: 2.5. Conclusion; title: 3. Conclusive research design; title: 3.1. Chapter summary; title: 3.2. Conclusive research design; title: 3.3. Descriptive design; title: 3.4. Causal design; title: 3.5. Survey methods; title: 3.6. Observation; title: 3.7. Conclusion; title: 4. Sampling; title: 4.1. Chapter summary; title: 4.2. Importance of sampling in marketing research; title: 4.3. Sampling: basic constructs; title: 4.4. Determining sample size; title: 4.5. Classification of sampling techniques; title: 4.6. Probability sampling techniques; title: 4.7. Nonprobability sampling techniques; title: 4.8. Selecting an appropriate sampling technique; title: 4.9. Conclusion; title: 5. Measurement and scaling; title: 5.1. Chapter summary; title: 5.2. Importance of measurement and scaling in marketing research; title: 5.3. Scales of measurement: fundamental properties; title: 5.4. Primary scales of measurement; title: 5.5. Comparative and non-comparative scaling; title: 5.6. Comparative scaling techniques; title: 5.7. Non-comparative scaling; title: 5.8. Selecting an appropriate scale; title: 5.9. Scale evaluation; title: 5.10. Conclusion; title: 6. Questionnaire design; title: 6.1. Chapter summary; title: 6.2. Significance of questionnaire building; title: 6.3. Process of questionnaire design; title: 6.4. Conclusion; title: 7. Data preparation and preliminary data analysis; title: 7.1. Chapter summary; title: 7.2. Survey fieldwork and data collection; title: 7.3. Nature and scope of data preparation; title: 7.4. Preliminary data analysis; title: 7.5. Assessing for normality and outliers; title: 7.6. Hypothesis testing; title: 7.7. Conclusion; title: 8. Report preparation and presentation; title: 8.1. Chapter summary; title: 8.2. Importance of marketing research report; title: 8.3. Reporting the results: key issues to remember; title: 8.4. Generic marketing research report; title: 8.5. What not to do when writing reports; title: 8.6. Report presentation; title: 8.7. Conclusion; title: 9. References