Marketing research : state-of-the-art perspectives : handbook of the American Marketing Association & Professional Marketing Research Society

I. DISCOVERING LAWLIKE RELATIONSHIPS. 1. Knowledge As Our Discipline. 2. Turning Data Into Knowledge. 3. At the Threshold of Science. II. GATHERING DATA. 4. The Process of Marketing Research. 5. Data Collection Methods and Marketing Research: A Comparision and Review of Alternatives. 6. Internet Research: The Brave New World. 7. Sampling Techniques. III. ANALYZING DATA. 9. Quantitative Data Analysis: Univariate Techniques. 10. Quantitative Data Analysis: Multivariate Techniques. 11. Computer-Based Qualitative Data Analysis. 12. Graphical Methods of Data Analysis and Presentation. IV. SEARCHING FOR STRUCTURE. 13. Marketing Mix Analysis: A Science...and an Art. 14. Market Segmentation. 15. Database and data Mining Techniques. 16. Public Opinion Polls. 17. Research in Advertising. 18. International Research. 19. Measuring the Equity in Customer Relationships. 20. Product and Package Testing. 21. Pricing Research. 22. Survey Research Goes to Court. VI. ENVISIONING THE FUTURE. 23. Looking into the Future. Notes on Contributors. Index.