Marketing Research

Contents

About the Authors

Preface

I Introduction to Marketing Research

1 Marketing Research: An Introduction

1.1 Introduction

1.2 Difference Between Basic and Applied Research 5

1.3 Defining Marketing Research 6

1.4 Roadmap to Learn Marketing Research 7

1.5 Marketing Research: A Decision Making Tool in the Hands of Management

1.6 Use of Software in Data Preparation and Analysis

1.7 Ethical Issues in Marketing Research

Summary

Key Terms

Discussion Questions

Case Study

2 Marketing Research Process Design

2.1 Introduction

2.2 Marketing Research Process Design

Summary

Key Terms

Discussion Questions

Case Study

II Research Design Formulation

3 Measurement and Scaling

3.1 Introduction

3.2 What Should be Measured?

3.3 Scales of Measurement

3.4 Four ...