Kumar, Aaker, Day:

Essentials of Marketing Research, 2nd Edition

Student Companion Site

Table Of Contents

Part I: The Nature and Scope of Marketing Research

Chapter 1: A Decision-Making Perspective on Marketing Research

Chapter 2: Marketing Research in Practice

Chapter 3: The Marketing Research Process

Chapter 4: Research Design and Implementation

Part II: Data Collection

Chapter 5: Secondary and Standardized Sources of Marketing Data

Chapter 6: Marketing Research on the Internet

Chapter 7: Information Collection: Qualitative and Observational Methods

Chapter 8: Information from Respondents: Issues in Data Collection

Chapter 9: Attitude Measurement

Chapter 10: Designing the Questionnaire

Chapter 11: Sampling Fundamentals

Part III: Data Analysis

Chapter 12: Fundamentals of Data Analysis

Chapter 13: Hypothesis Testing

Chapter 14: Correlation Analysis and Regression Analysis

Part IV: Applications

Chapter 15: Presenting the Results

Chapter 16: Applications of Marketing Research

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