Author Description

Part I. Marketing Research Information And Technology: Ch.1. The Role Of Marketing Research In Strategic Planning -- Ch.2.the Research Process -- Ch.3. Problem Definition, Research Objectives, And Marketing Research Ethics -- Ch.4. Strategic Information Management: Secondary Data Sources -- Ch.5. Technology And The New Information Age -- Part Ii. Designing The Marketing Research Project: -- Ch.6. Marketing Research And Database Development -- Ch.7. Marketing Decision Support Systems -- Ch.8. Exploratory Designs: In-depth Interviews And Focus Groups -- Ch.9. Descriptive Research Designs: Survey Methods And Errors -- Ch.10. Causal Research: Experiments, Test Markets, And Observation Methods -- Part Iii. Gathering And Collecting Accurate Data: Ch.11. Sampling: Theory, Designs, And Issues In Marketing Research -- Ch.12. Overview Of Measurement: Construct Development And Scale Measurement -- Ch.13. Attitude Scale Measurements Used In Survey Research -- Ch.14. Questionaire Design And Issues -- Part Iv. Data Preparation And Analysis: Ch.15. Coding, Editing, And Preparing Data For Analysis -- Ch.16. Data Analysis: Testing For Significant Differences -- Ch.17. Data Analysis: Testing For Association -- Ch.18. Data Analysis: Multivariate Techniques For The Research Process -- Ch.19. Preparing The Marketing Research Report And Presentation. Joseph F. Hair, Jr., Robert P. Bush, David J. Ortinau. Includes Index.