"Exploring Marketing Research" deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.
Part 1 : Introduction
Part 2 : Beginning staes of the research process
Part 3 : Research designs for collecting primary data
Part 4 : Measurement concepts
Part 5 : Sampling and fielwork
Part 6 : Data analysis and presentation
Part 7 : Comprehensive cases with computerized databases