Brief Contents Part 1: Marketing Research, the Research Process, and Problem Definition 1 Chapicr 1: Marketing Research: A Pervasive AcLiviL1 1 2 Chapter 2: Alıernauve Approachcs to Marketing lntelligcncc 28 Chapter 3: Tlıe Research Process aııd Problem Formulation 54 Casesfor JJmt J 84 Part 2: Determine Research Design 89 Chapıer 4: Rcscarch Dcsign 90 Chapter 5: Cansal Dcsigns 130 Casesjor Parı 2 174 Part 3: Design Data-Collection Method and Forms 195 Chapıer (i: Dara Collcctioıı: Secondary Data 196 /\ppcııdix bJ\: Second.ıry Daıa 24'.1 Chapter 7: Daıa Collccıiorı: Priımıry Data 258 Clıapıcr 8: Data-Collccıiorı Forms 314 Chapıcr q: Attitude Mcasurcrnenı 366 Appendix 9A: Psychological Mcasuremenı 400 Casesjor Par! 3 421 Part 4: Sample Design and Data Collection 44 7 Chapıcr 10: Sampliııg Proccdurcs 448 Clıapter J 1: Sarnplc Size 498 Chapıcr 12: Collectiııg ıhc Daıa: Ficld Proccduıcs arıd Nonsarnpliııg Errors 522 C:asesfirr Part 4 554 Part 5: Analysis and lnterpretation of Data Chapıcr 13: Dala Aı ıalyxi«: Prcliıninary Steps 572 Appenclix 13A: Coııtingcncy Tables arıd Chi-Squarc Appcndix 13B: J\vcry Sporliııg Coocls 627 571 614 xıx xx BriefContents Chaptcr 14: Dala Arıalvsis: 11asic Qucsıions Appenclix 14A: Hypothcsis Tcstirıg 659 Chapter J 5: Dara Arıalysis: Examination ol Diflcrcrıccs Appeııdix 15A: Arıalysis ofVariancc 698 Appendix 15B: Analysis of' Catalog-Buying D, ıta 717 Chapıcr 16: Dala Analysis: I ııvcsligation of Axsociation Appcndix 16A: Nonpararncuic Mcasurcs ofAssociauon Appendix lbB: Arıalysis of Catalog-Buyiııg Dala 774 Chapter 17: Multivariatc Dala An.ılvsis: Dixcri mi nun ı Analysis, Facıor Clustcr Analysis, arıd Multidirncnsioııal Sc.ıling 778 Appendix 17A: More Mult.ivariatc Stat istical Tcchniqucs Appendix 17B: Analysis of Cat.alug-Buyiııg Dala 875 Casesjor Part 5 880 6~8 b74 7~0 768 Aııalysis, 866 Part 6: The Research Report Chapter 18: The Research Rcport fcjJilo[l; ue 961 929 9~0 AjJjJ1mdix A: Curnulaıive Sıan dard Un iı Normal Disı ributiou AjıjJenclix IJ: Selectccl Pc ıccn tilcs of ı.hc x~ Disuihution 965 Ajı/Jenrlix C:: Uppcr Pcrccnulcs of ıhc t Distribution 966 AjJjJendix IJ: Sclccıcd Perceııtiles of thc F Distribuıiorı 967 Clossary 97 l Su bjccı lndcx Conı parıy I ndex Author Indcx 964 985 997 998