CONTENTS:- 1. Introduction to Marketing Research; 2. Research Designs for management decision making; 3. Secondry Data; 4. Primary Data Collection; 5. Measurement; 6. Designing the Data-Gathering Instrument; 7. Sampling Methods and Sample Size; 8. Feilding the Data-gathering; 9. Introduction to Data Analysis; 10. Advanced Data Analysis; 11. The Research Report.
This step-by- step textbook explains how to design conduct, and interpret market research. Marketing Research: Text and Cases covers the full range of this topic from the difference between strategic and tectical decisions to choosing the proper medium for the research and on to advice on sucessfully presenting research results.