Table of Content

About the Author xv
Preface xvii
1 Introduction to Marketing Research 1
1 Marketing Research: An Introduction 3
2 Marketing Research Process Design 23
II Research Design Formulation 45
3 Measurement and Scaling 47
4 Questionnaire Design 73
5 Sampling and Sampling Distributions 97
III Sources and Collection of Data 127
6 Secondary Data Sources 129
7 Data Collection: Survey and Observation 143
8 Experimentation 165
9 Fieldwork and Data Preparation 189
IV Descriptive Statistics and Data Analysis 211
10 Descriptive Statistics: Measures of Central Tendency 213
11 Descriptive Statistics: Measures of Dispersion 251
12 Statistical Inference: Hypothesis Testing
for Single Populations 283
13 Statistical Inference: Hypothesis Testing
for Two Populations 307
14 Analysis of Variance and Experimental Designs 331
15 Hypothesis Testing for Categorical Data (Chi-Square Test) 363
16 Correlation and Simple Linear Regression Analysis 383
17 Multivariate Analysis I: Multiple Regression Analysis 415
18 Multivariate Analysis lI: Discriminant Analysis
and Conjoint Analysis 441
19 Multivariate Analysis III: Factor Analysis, Cluster Analysis,
Multidimensional Scaling and Correspondence Analysis 467
20 Sales Forecasting 513
V Result Presentation 553
21 Presentation of Result: Report Writing 555
VI Applications of Marketing Research 573
22 Marketing Mix Research: Product, Price, Place
and Promotion Research 575