Do you know the six stages of successful marketing research? Find out with MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS. Inside you'll learn about all stages, plus how to make them work for you in real-world situations. This textbook continues to be the market leader because of its balanced coverage and its easy-to-understand presentation. Get a solid foundation in class and preparation for the future.

Part 1: Marketing Research, the Research Process, and Problem Definition

 Chapter l : Marketing Research: A Pervasive Activity

 Chapter 2: Alternative Approaches to Marketing Intelligence

 Chapter 3: The Research Process and Problem Formulation

 Cases.for Part 1

Part 2: Determine Research Design

 Chapter 4: Research Design

 Chapter 5: Causal Designs

 Cases.for Part 2

Part 3: Design Data-Collection Method and Forms

 Chapter 6: Data Collection: Secondary Data

Appendix 6A: Secondary Data

 Chapter 7: Data Collection: Primary Data

 Chapter 8: Data-Collection Forms

 Chapter 9: Attitude Measurement

Appendix 9A: Psychological Measurement

 Cases,/or Part 3

Part 4: Sample Design and Data Collection

 Chapter 10: Sampling Procedures

 Chapter 11: Sample Size

 Chapter 12: Collecting the Data: Field Procedures and Nonsampling Errors

 Casesfor Part 4

Part S: Analysis and Interpretation of Data

 Chapter 13: Data Analysis: Preliminary Steps

 Appendix 13A: Contingency Tables and Chi-Square

 Appendix 13B: Avery Sporting Goods

 Chapter 14: Data Analysis: Basic Questions

 Appendix 14A: Hypothesis Testing

 Chapter 15: Data Analysis: Examination of Differences

 Appendix 15A: Analysis of Variance

 Appendix 15B: Analysis of Catalog-Buying Data

 Chapter 26: Data Analysis: Investigation of Association

 Appendix 16A: Nonparametric Measures of Association

 Appendix 16B: Analysis of Catalog-Buying Data

 Chapter 17: Multivariate Data Analysis: Discriminant Analysis, Factor Analysis,Cluster Analysis, and Multidimensional Scaling

 Appendix 17A: More Multivariate Statistical Techniques

 Appendix 17B: Analysis of Catalog-Buying Data

 Cases for Part 5

Part 6: The Research Report

 Chapter 18: The Research Report

Epilogue

 Appendix A: Cumulative Standard Unit Normal Distribution

 Appendix B: Selected Percentiles of the X2 Distribution

 Appendix C: Upper Percentiles of the t Distribution

 Appendix D: Selected Percentiles of the F Distribution

Glossary

Subject Index

Company Index

Author Index