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Table of content: Chap 1. Purpose and Process of Marketing Research.
Chap 2. Research Design and Data Sources.
Chap 3. Measurement in Marketing Research.
Chap 4. Causal Designs and Marketing Experiments.
Chap 5. Data Collection: Exploratory and Conclusive Research.
Chap 6. Designing Surveys and Data Collection Instruments.
Chap 7. Sampling.
Chap 8. Data Analysis and Statistical Methods: Univariate and Bivariate Analyses.
Chap 9. Modeling Multivariate Relationships: Multiple Regression for Interval, Binary, and Nominal Dependent Variables.
Chap 10. Factor, Cluster, Discriminant, and Latent Class Analyses.
Chap 11. Conjoint Analysis and Multidimensional Scaling.
Chap 12. Advanced Topics, Research Frontiers, and Preparing the Final Report.
Product Details: ISBN-13: 978-1133188964 ISBN-10: 1133188966 Author:  Fred M. Feinberg, Thomas Kinnear, James R. Taylor
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