Chapter: 1. Model Building in Marketing: An Overview

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Handbook of marketing research |

Robert Ferber

McGraw-Hill

1. Model Building in Marketing: An Overview

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Authors

William F. Massy

ARI Id

1671469084249_28623196

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Chapters/Headings	Author(s)	Pages	Info
Section I: Introduction
1. History and Development of Marketing Research	Lawrence C. Lockley
2. The Functions of Marketing Research	George Fisk
3. Marketing Information Systems	Kenneth P. Uhl
4. Marketing Decision Information Systems: Soem Design Considerations	David B. Montgomery
5. Organization of the Marketing research Function	Richard D. Crisp
6. marketing Research Expenditures, Budgets, and Controls	A.B. Blakenship
7. The Communication of Your Research Findings	Stewart Henderson Britt
8. Uses of Research Findings	Donald L. Thompson
9. Ethics in Marketing Research	Sidney Hollander, Jr
10. Use of Marketing Research Contractors	Lawrence D. Gibson
Section II: Techniques
Part A. Research Design
1. Problem Delineation	William F. O'Dell
2. Use and Appraisal of Existing Information	Chester R. Wasson
3. Assessing the Value of Additional Information	Donald S. Tull
4. Planning Research Strategy	Arnold Corbin and Sol Dutka
5. Planning for Data Processing and Data Storage	Channing Stowell III
Part B. Surveys
1. Survey Design	Paul B. Sheatsley
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