Marketing Research Information Center: Table of contents


		About the authors Preface Table of contents


	First Time Users
	Student Edition
	Instructor Edition

Marketing Research, 4/e

Joseph F. Hair Jr, Kennesaw State University
Bryan A. Lukas, University of Melbourne
Kenneth E. Miller, University of Technology, Sydney
Robert P. Bush, Louisiana State University
David J. Ortinau, University of South Florida

PART 1 - MARKETING RESEARCH STEP 1: Determining the scope for marketing research
Chapter 1	Overview of marketing research
Chapter 2	Decision problems, research questions, research objectives and information value
Chapter 3	Primary data or secondary data: A case for the latter
PART 2 - MARKETING RESEARCH STEP 2: Selecting the research method
Chapter 4	Interviews
Chapter 5	Focus groups
Chapter 6	Observation and its variants
Chapter 7	Making sense of qualitative data
Chapter 8	Descriptive research designs using surveys
Chapter 9	Experiments and test markets
Chapter 10	Sampling
Chapter 11	Construct measurement
Chapter 12	Questionnaires and supplements
PART 3 - MARKETING RESEARCH STEP 3: Collecting and preparing the data
Chapter 13	Coding, editing and presenting data, and preliminary data analysis
PART 4 - MARKETING RESEARCH STEP 4: Analysing the data
Chapter 14	Data analysis: testing for difference
Chapter 15	Data analysis: testing for association
Chapter 16	Data analysis: testing for interdependence
PART 5 - MARKETING RESEARCH STEP 5: Transforming the analysis results into information
Chapter 17	Preparing the marketing research report and its presentation
PART 6 - MANAGING CUSTOMER VALUE WITH MARKETING RESEARCH
Chapter 18	Information-driven technology and the research process
Online Chapter 19	Market intelligence and database research
Online Chapter 20	Marketing decision support systems and marketing research

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