Planning Research in Marketing

Contents: 1. Problem delineation. 2. Use and appraisal of existing information. 3. Assessing the value of additional information. 4. Planning research strategy. 5. Planning for data processing and data storage. 6. Survey design. 7. Data collection methods: personal interviews. 8. Data collection method: mail surveys. 9. Data collection method: telephone surveys. 10. Recruiting, selecting, training, and supervising. 11. Group interviewing. 12. Planning field operations. 13. Quality control. 14. Coding. 15. Consumer panels. 16. Basic concepts. 17. Probability sampling. 18. Bayesian framework for sample design. 19. Parameter estimation. 20. Statistical inference. 21. Nonparametric statistics. 22. Trend fitting and other approaches. Bibliography.

"The purpose of this book is to provide a basic reference source of marketing research methods and applications for the use of marketing research. The need for such a handbook is highlighted by the growing scope and diversity of the field. This expansion has been so rapid that by now it is hard to determine where marketing ends and such other subjects as applied mathematics, sociology, psychology, and operational research begin." (jacket)