o Part 1 INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH31 Chapter 1 Introduction to Marketing Research32 Chapter 2 Defining the Marketing Research Problem and Developing an Approach64 Cases for Part 1 95 Video Cases for Part 1 101 Part// RESEARCH DESIGN FORMULATION 105 Chapter 3 Research Design106 Chapter 4 Exploratory Research Design: Secondary Data 134 Chapter 5 Exploratory Research Design: Qualitative Research170 Chapter 6 Descriptive Research Design: Survey and Observation210 Chapter 7Causal Research Design: Experimentation248 Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling 280 Chapter9Measurement and Scaling: Noncomparative Scaling Techniques300 Chapter 10Questionnaire and Form Design326 Chapter'11Sampling: Design and Procedures362 Chapter 12Sampling: Final and Initial Sample Size Determination 394 Cases for Part II 421 Video Cases for Part II 433 Part lll DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING 439 Chapter13 Fildwork 440 Chapter14 Data Preparation 456 Chapter 15Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 484 Chapter 16Analysis of Variance and Covartance 532 Chapter 1 7Correlation and Regression 564 Chapter 18Discriminant and Logit AnalyjLi 604 Chapter 19Factor Analysis 638 Chapter 20Cluster Analysis 664 Chapters, 21Multidimensional Scaling and Conjoint Analyst 690 Chapter 22, Report Preparation and Presentation 724 Chapter 23International Marketing Research 748 Cases for Part III769 Video Cases for Part HI799 Part IV COMPREHENSIVE CASES AND COMPREHENSIVE VIDEO CASES801_____ Experiential Research Case: Dell Direct803 Cases for Part IV 809 Video Cases for Part IV837 Comprehensive Harvard Business School Cases 841 Appendix: Statistical Tables 843 Notes855 Index887 Photo Credits 910