Marketing Research: The Impact of the Internet

This chapter discusses the role of Marketing Research in Management Decision Making and the Research Process, as well as data processing and Fundamental Data Analysis, and the importance of measurement in research design.

Abstract

Preface. PART ONE: AN INTRODUCTION TO MARKETING RESEARCH. 1 The Role of Marketing Research in Management Decision Making. 2 The Marketing Research Industry. 3 Problem Definition and the Research Process. PART TWO: CREATING A RESEARCH DESIGN. 4 Secondary Data and Databases. 5 Qualitative Research. 6 Survey Research: The Profound Impact of the Internet. 7 Primary Data Collection: Observation. 8 Primary Data Collection: Experimentation. PART THREE: DATA ACQUISITIONS. 9 The Concept of Measurement. 10 Using Measurement Scales to Build Marketing Effectiveness. 11 Questionnaire Design. 12 Basic Sampling Issues. 13 Sample Size Determination. PART FOUR: DATA ANALYSIS. 14 Data Processing and Fundamental Data Analysis. 15 Statistical Testing of Differences. 16 Bivariate Correlation and Regression. 17 Multivariate Data Analysis. PART FIVE: MARKETING RESEARCH IN ACTION. 18 Communicating the Research Results. 19 Managing Marketing Research and Research Ethics. Appe ndix 1: Comprehensive Cases. Appendix 2: Statistical Tables. Endnotes. Glossary. Index.