Aaker, Kumar, Day, Lawley, Stewart:

Marketing Research: The Second Pacific Rim Edition

Instructor Companion Site

Table Of Contents

Chapter 1: The Nature and Scope of Marketing Research

Chapter 2: Defining the Research Problem

Chapter 3: Intorduction to Research Design

Chapter 4: Secondary and Standardised Sources of Marketing Data

Chapter 5: Depth Interviews and Focus Groups

Chapter 6: Additional Qualitative Techniques

Chapter 7: Planning the Survey

Chapter 8: Measurement

Chapter 9: Questionnaire Design and Administration

Chapter 10: Experimentation

Chapter 11: Sampling Fundamentals

Chapter 12: Sample Size

Chapter 13: Fundamentals of Data Analysis

Chapter 14: Hypothesis Testing: Basic Concepts and Tests

Chapter 15: Correlation, regression and Factor Analysis

Chapter 16: Presenting Research Results

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