Handbook of marketing research. Robert Ferber, editor-in-chief.

Includes bibliographies.

WAR, NEWBERY,

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 -- 2. Data Collection Methods: Personal Interviews / Charles S. Mayer -- 3. Data Collection Methods: Mail Surveys / Paul L. Erdos -- 4. Data Collection Methods: Telephone Surveys / Stanley L. Payne -- 5. Interviewers: Recruiting, Selecting, Training, and Supervising / Lee Andrews -- 6. Group Interviewing / William D. Wells -- 7. Planning Field Operations / Matthew Hawck -- 8. Quality Control / Charles S. Mayer -- 9. Coding / Philip S. Sidel -- 10. Consumer Panels / James M. Carman -- Part C. Sample Designs -- 1. Basic Concepts / Thomas T. Semon -- 2. Probability Sampling . Martin R. Frankel and Lester R, Frankel -- 3. Payesian Framwork for Sample Design / Seymour Sudman -- Part D. Statistical Inference -- 1. Parameter Estimation / Kyohei Sasaki -- 2. Statistical Interference / R. Clay Sprowls -- 3. Nonparametric Statistics / John Morris -- Part E. Statistical Analysis of Relationships -- 1. Trend Fitting and Other Approaches / Rikuma Ito -- 2. Time Series Analysis / Lawrence Salzman -- 3. Time Series Versus Cros-Section Analysis / Kristian S. Palda -- 4. Spectral Analysis / John U. Farley and Melvin J. Hinich -- 5. Correlation and Regression Methods / Henry J. Claycamp -- 6. Bayesian Regression Methods / Robert L. Winkler -- 7. Regression Methods with Simultaneous Equations / Frank M. Bass and Lenard J. Parsons -- 8. Discriminant Analysis / Donald G. Morrison -- 9. Factor Analysis / William D. Wells and Jagdish N. Sheth -- 10. Experimental Design and Control / Seymour Banks -- Part F. Model Building -- 1. Model Building in Marketing: An Overview / William F. Massy -- 2. Simulation: Methods and Applications / William M. Morgenroth and J. Taylor Sims -- 3. Stochastic Micro Models / Arnold E. Amstutz -- 4. Macroeconometric Modelin / John U. Farley -- 5. Game Theory / William Lazer and Gordon D. Thomas -- Part G. Computer Techniques -- 1. Computer Programs for Statistical Analysis / Kenneth M. Warwick -- 2. On-line Computer Applications / David B. Montgomery -- III. Behavioral Science Technques -- Part A. Techniques -- 1. General Concepts / Irving Crespi -- 2. The Measurement of Beliefs and Attitudes / G. David Hughes -- 3. Multidimensional Scaling / Marshall G. Greenberg and Paul E. Green -- 4. Ordinal Methods in Multidimensional Scaling and Data Analysis / Paul E. Green and Marshall G. Greenberg -- 5. Projective Methods / Harold H. Kassarjian -- 6. Measuring Preferences / Ralph L. Day -- 7. Measuring Purchase Behavior / Robert W. Pratt, Jr. -- Part B. Behavioral Theories -- 1. Cognitive Dissonance / M. Venkatesan -- 2. Small-Group Theory / Alvin J. Silk and Harry Davis -- 3. Difussion of Innovation / C. Merle Crawood -- Section IV: Major Areas of Application -- Part A. new-Product Development and Introduction -- 1. Estimating Marketing Potential / William R. King -- 2. Product Testing / David K. Hardin -- 3. Market Testing: Using the Marketplace as a Laboratory / Alvin A. Achenbaum -- Part B. Sales Analysis and Forecasting -- 1. Sales Forecasting / Robert L. McLaughlin -- 2. Predicting Sales of a New Product / Robert F. Kelly -- 3. Estimating Market Potential: Established Products / Dan E. Schendel -- 4. The Design of Market Segmentation Studies / Ronald E. Frank -- Part C. Advertising Research -- 1. Audience Measurement Techniques / Clark Schiller -- 2. Copy Testing / Cornelius DuBois -- 3. Measuring Advertising Effectiveness / Roger M. Johnson -- 4. Determining Advertising Budgets / Charles Yang -- 5. Advertising Media Selection / Dennis H. Gensch -- 6. Corporate Image Studies / Joseph C. Bevis -- Part D. Industrial Marketing -- 1. The Industrial Buying Decision Process / Charles W. Faris -- 2. Sales Territory Analysis / Edwin C. Greif -- 3. Forecasting with Input-Output / Philip J. Bourque -- 4. Distribution Channels / Louis P. Bucklin -- 5. The Art of Price Forecasting / George B. Hegeman -- 6. Marketing Image Studies / Bruce M. Bare -- Part E. Retail Research -- 1. Consumer Images of Retail Institutions / Robert G. Wyckham -- 2. Determining Store Trade Areas / William Applebaum and Howard L. Green -- 3. Measuring the Effects of Store Promotions / Peter L. Henderson and William S. Hoofnagle -- Part F. International Marketing -- 1. Organization of International Marketing Research / A. Graeme Cranch -- 2. Problems of Cross-Cultural Research / S. Watson Dunn -- 3. Market Opportunities across National Boundaries / Harper W. Boyd, Jr.