| Marketing Research: Within a Changing Information Environment, 2/e Joseph Hair,
Louisiana State University Robert Bush,
University of Memphis David Ortinau,
University of South Florida
Student Center
Contents:Chapter 1: Role of Marketing Research in Strategic Planning Chapter 2: The Research Process Chapter 3: Problem Definition, Research Objectives, and Marketing Research Ethics Chapter 4: Strategic Information Management: Secondary Data Sources Chapter 5: Customer Relationship Management and the Marketing Research Process Chapter 6: Marketing Research and Database Development Chapter 7: Marketing Decision Support Systems and Business Intelligence Chapter 8: Exploratory Designs: In-Depth Interviews and Focus Groups Chapter 9: Descriptive Research Designs: Survey Methods and Errors Chapter 10: Observation Techniques, Experiments, and Test Markets Chapter 11: Sampling: Theory, Designs, and Issues in Marketing Research Chapter 12: Overview of Measurement: Construct Development and Scale Measurement Chapter 13: Attitude Scale Measurements Used in Survey Research Chapter 14: Questionnaire Design and Issues Chapter 15: Coding, Editing, and Preparing Data for Analysis Chapter 16: Data Analysis: Testing for Significant Differences Chapter 17: Data Analysis: Testing for Association Chapter 18: Data Analysis: Multivariate Techniques for the Research Process Chapter 19: Preparing the Research Report and Presentation
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