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The Nature and Scope of Marketing Research | |
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A Decision-Making Perspective on Marketing Intelligence | |
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Learning Objectives | |
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An Overview of Business Intelligence | |
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Introduction to Marketing Intelligence | |
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Marketing Research | |
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Role of Marketing Research in Managerial Decision Making | |
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Factors That Influence Marketing Research Decisions | |
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Use of Marketing Research | |
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Ethics in Marketing Research | |
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The Respondent's Ethics and Rights | |
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International Marketing Research | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Preteen Market-The Right Place to Be In for Cell Phone Providers? | |
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Best Buy on a Segmentation Spree | |
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Ethical Dilemmas in Marketing Research | |
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Marketing Research in Practice | |
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Learning Objectives | |
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Information System, Decision Support Systems, and Marketing Research | |
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Marketing Decision Support Systems | |
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Suppliers of Information | |
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Criteria for Selecting External Suppliers | |
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The International Marketing Research Industry | |
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Career Opportunities in Marketing Research | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Marketing Research Jobs | |
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The Marketing Research Process | |
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Learning Objectives | |
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Overview of the Marketing Research Process | |
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The Preliminary Stages of the Marketing Research Process | |
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Planning a New HMO | |
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The International Marketing Research Process | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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The Value of Research Information Using Bayesian Decision Theory | |
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A VideOcart Test for Bestway Stores | |
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Sperry/MacLennan Architects and Planners | |
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Philip Morris Enters Turkey | |
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Research Design and Implementation | |
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Learning Objectives | |
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Research Approach | |
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Research Tactics and Implementation | |
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Budgeting and Scheduling the Research Project | |
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Research Proposal | |
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Designing International Marketing Research | |
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Issues in International Research Design | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Errors in Research Design | |
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Reynolds Tobacco's Slide-Box Cigarettes | |
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California Foods Corporation | |
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Case for Part I | |
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Clover Valley Dairy Company | |
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Data Collection | |
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Secondary and Exploratory Research | |
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Secondary Sources of Marketing Data | |
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Learning Objectives | |
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Secondary Data | |
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Uses of Secondary Data | |
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Benefits of Secondary Data | |
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Limitations of Secondary Data | |
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Internal Sources of Secondary Data | |
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External Sources of Secondary Data | |
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Census Data | |
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North American Industry Classification System | |
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Appraising Secondary Sources | |
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Applications of Secondary Data | |
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Sources of Secondary Data for International Marketing Research | |
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Problems Associated with Secondary Data in International Research | |
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Applications of Secondary Data in International Research | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Barkley Foods | |
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Dell in Latin America? | |
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Eddie Bauer: Strategize with Secondary Marketing Data | |
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Standardized Sources of Marketing Data | |
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Learning Objectives | |
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Retail Store Audits | |
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Consumer Purchase Panels | |
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Scanner Services and Single-Source Systems | |
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Media-Related Standardized Sources | |
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Applications of Standardized Sources of Data | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Promotion of Rocket Soups | |
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Kerry Gold Products, Ltd. | |
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Paradise Foods | |
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Marketing Research on the Internet | |
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Learning Objectives | |
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Current Trends in Web Usage | |
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WWW Information for Marketing Decisions | |
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The Internet and Marketing Research Today | |
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The Internet and Marketing Research Developments | |
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Issues and Concerns | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Caring Children's Hospital | |
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Information Collection: Qualitative and Observational Methods | |
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Learning Objectives | |
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Need for Qualitative Research | |
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Qualitative Research Methods | |
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Observational Methods | |
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Recent Applications of Qualitative and Observational Methods | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Myths of Qualitative Research: It's Conventional, But Is It Wisdom? | |
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Mountain Bell Telephone Company | |
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U.S. Department of Energy (A) | |
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Acura | |
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Exploratory Research on the Lleyton Hewitt National Visa Card | |
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Hamilton Beach Conducts Primary Research in Mexico and Europe | |
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Mini-Project | |
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Descriptive Research | |
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Information from Respondents: Issues in Data Collection | |
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Learning Objectives | |
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Information from Surveys | |
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Sources of Survey Error | |
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Methods of Data Collection | |
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Factors Affecting the Choice of a Survey Method | |
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Ethical Issues in Data Collection | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Essex Markets (A) | |
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More Ethical Dilemmas in Marketing Research | |
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Information from Respondents: Survey Methods | |
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Learning Objectives | |
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Collecting Data | |
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Surveys in the International Context | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Project Data: An Urban Transportation Study | |
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Roland Development Corp. | |
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Attitude Measurement | |
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Learning Objectives | |
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What Are Attitudes? | |
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The Concept of Measurement and Scaling | |
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Types of Attitude Rating Scales | |
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General Guidelines for Developing a Multiple-Item Scale | |
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Interpreting Attitude Scales | |
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Choosing an Attitudinal Scale | |
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Accuracy of Attitude Measurements | |
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Scales in Cross-National Research | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Wine Horizons | |
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National Kitchens | |
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Designing the Questionnaire | |
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Learning Objectives | |
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Planning What to Measure | |
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Formatting the Question | |
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Question Wording: A Problem of Communication | |
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Sequence and Layout Decisions | |
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Questionnaire Design for International Research | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Essex Markets (B) | |
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Smith's Clothing (A) | |
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Compact Lemon | |
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Causal Research | |
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Experimentation | |
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Learning Objectives | |
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Descriptive versus Experimental Research | |
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What Constitutes Causality? | |
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Issues in Experimental Research | |
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Types of Experimental Designs | |
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Laboratory and Field Experiments | |
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Threats to Experimental Validity | |
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Guidelines for Conducting Experimental Research | |
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Limitations of Experiments | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Evaluating Experimental Designs | |
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Barrie Food Corporation | |
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Sampling | |
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Sampling Fundamentals | |
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Learning Objectives | |
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Sample or Census | |
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Sampling Process | |
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Probability Sampling | |
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Nonprobability Sampling | |
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Shopping Center Sampling | |
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Sampling in the International Context | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Exercises in Sample Design | |
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Talbot Razor Products Company | |
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Sample Size and Statistical Theory | |
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Learning Objectives | |
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Determining the Sample Size: Ad Hoc Methods | |
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Population Characteristics/Parameters | |
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Sample Characteristics/Statistics | |
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Sample Reliability | |
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Interval Estimation | |
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Sample Size Question | |
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Proportions | |
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Coefficient of Variation | |
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Stratified Sampling | |
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Multistage Design | |
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Sequential Sampling | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Case for Part II | |
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Currency Concepts International | |
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Data Analysis | |
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Fundamentals of Data Analysis | |
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Learning Objectives | |
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Preparing the Data for Analysis | |
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Strategy for Data Analysis | |
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Cross-Tabulations | |
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Factors Influencing the Choice of Statistical Technique | |
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An Overview of Statistical Techniques | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Appendix | |
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Hypothesis Testing: Basic Concepts and Tests of Associations | |
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Learning Objectives | |
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The Logic of Hypothesis Testing | |
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Steps in Hypothesis Testing | |
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Basic Concepts of Hypothesis Testing | |
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Cross-Tabulation and Chi-Square | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Medical Systems Associates: Measuring Patient Satisfaction | |
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Hypothesis Testing: Means and Proportions | |
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Learning Objectives | |
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Commonly Used Hypothesis Tests in Marketing Research | |
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The Probability-Values (p Values) Approach to Hypothesis Testing | |
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Effect of Sample Size and Interpretation of Test Results | |
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Relationship between Confidence Interval and Hypothesis Testing | |
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Analysis of Variance (ANOVA) | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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American Conservatory Theater | |
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Apple Appliance Stores | |
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Cases for Part III | |
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The Vancouver Symphony Orchestra | |
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Popular Pizzas | |
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Special Topics in Data Analysis | |
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Correlation Analysis and Regression Analysis | |
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Learning Objectives | |
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Correlation Analysis | |
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Regression Analysis | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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The Seafood Grotto | |
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Ajax Advertising Agency | |
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Election Research, Inc. | |
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Discriminant and Canonical Analysis | |
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Learning Objectives | |
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Discriminant Analysis | |
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Multiple Discriminant Analysis | |
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Summary of Discriminant Analysis | |
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Canonical Correlation Analysis | |
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Summary of Canonical Correlation Analysis | |
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Questions and Problems | |
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End Notes | |
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Southwest Utility | |
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Factor and Cluster Analysis | |
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Learning Objectives | |
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Factor Analysis | |
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Summary of Factor Analysis | |
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Cluster Analysis | |
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Summary of Cluster Analysis | |
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Questions and Problems | |
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End Notes | |
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Store Image Study | |
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Behavioral Research | |
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Multidimensional Scaling and Conjoint Analysis | |
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Learning Objectives | |
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Multidimensional Scaling | |
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Attribute-Based Approaches | |
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Summary of MDS | |
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Conjoint Analysis | |
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Summary of Conjoint Analysis | |
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Questions and Problems | |
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End Notes | |
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Nester's Foods | |
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Pepsi-Cola | |
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The Electric Truck Case | |
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Fargo Instruments | |
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Presenting the Results | |
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Learning Objectives | |
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Guidelines for Successful Presentations | |
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Written Presentation | |
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Oral Presentation | |
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Relationship with the Client | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Cases for Part IV | |
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Smith's Clothing (B) | |
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Newfood | |
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Applications of Marketing Intelligence | |
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Traditional Applications: Product, Price, Distribution, and Promotion | |
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Learning Objectives | |
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New-Product Research | |
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Pricing Research | |
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Distribution Research | |
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Promotion Research | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Brown Microwave | |
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National Chemical Corporation | |
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U.S. Department of Energy (B) | |
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Contemporary Applications: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management | |
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Learning Objectives | |
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Competitive Advantage | |
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Brand Equity | |
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Customer Satisfaction | |
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Total Quality Management | |
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Contemporary Applications of Marketing Intelligence | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Emerging Applications: Database Marketing, E-Commerce, Relationship Marketing, and Customer Intelligence | |
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Learning Objectives | |
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Database Marketing | |
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E-Commerce | |
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Relationship Marketing | |
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Customer Intelligence | |
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Summary | |
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Questions and Problems | |
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End Notes | |
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Forecasting | |
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End Notes | |
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Tables | |
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Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas Are Formed by Symmetry | |
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[chi superscript 2] Critical Points | |
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F Critical Points | |
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t Cut-off Points for the Student's t-Distribution | |
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Procedures for Conducting Univariate and Multivariate Analysis in SPSS | |
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Output of Select Tables in SPSS | |
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Glossary | |
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Index | |