Part I: INTRODUCTION. 1. The Role of Marketing Research. 2. Harnessing Big Data into Better Decisions. 3. The Marketing Research Process. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. Part II: DESIGNING RESEARCH STUDIES. 5. Qualitative Research Tools. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Conducting Marketing Experiments. Part III: MEASUREMENT. 10. Measurement and Attitude Scaling. 11. Questionnaire Design. Part IV: SAMPLING AND STATISTICAL THEORY. 12. Sampling Designs and Sampling Procedures. 13. Big Data Basics: Describing Samples and Population. Park V: BASIC DATA ANALYTICS. 14. Basic Data Analysis. 15. Testing for Differences between Groups and for Predictive Relationships. 16. Communicating Research Results. Part VI: MARKETING ANALYTICS TOOLS. 17. Beyond the Basics in Basic Data Analysis. 18. Advanced Topics in Linear Analytics. 19. Testing Hypotheses with GLM Procedures. 20. Introducing Multivariate Data Analysis. 21. Multivariate Data Analysis: Analytics with Interdependence Techniques. 22. Primer on Structural Equations Modeling. Part VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Comprehensive Cases Appendix: Statistical Tables. Skryť popis