"Marketing Research "is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner. This book addresses and provides information on the new industry certification program. Each copy of the fifth edition includes a SPSS 13.0 CD and annotated screen captures are thoroughly integrated within the text.

Table of Contents

CHAPTER 1 Introduction to Marketing Research CHAPTER 2 The Marketing Research Process CHAPTER 3 The Marketing Research Industry CHAPTER 4 Defining the Problem and Determing Research Objectives CHAPTER 5 Research Design CHAPTER 6 Using Secondary Data and Online Information Databases CHAPTER 7 Standardized Information Sources CHAPTER 8 Observation, Focus Groups, and Other Qualitative Methods CHAPTER 9 Survey Data Collection Methods CHAPTER 10 Measurement in Marketing Research CHAPTER 11 Designing The Questionnaire CHAPTER 12 Determining How to Select the Sample CHAPTER 13 Determining the Size of a Sample CHAPTER 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening CHAPTER 15 Basic Data Analysis: Descriptive Statistics CHAPTER 16 Generalizing a Sample's Findings to Its Population and Testing Hypotheses about Percents and Means CHAPTER 17 Testing for Differences Between Two Groups or Among More Than Two Groups CHAPTER 18 Determining and Interpreting Associations among Variables CHAPTER 19 Regression Analysis in Marketing Research CHAPTER 20 The Marketing Research Report: Preparation and Presentation