Consumer Behaviour and Marketing Research : Text and Cases

COVER -- CONTENTS -- PART ONE : CONSUMER BEHAVIOUR -- CHAPTER 1 : INTRODUCTION TO THE STUDY OF CONSUMER BEHAVIOUR -- CHAPTER 2 : CONSUMER MODELLING -- CHAPTER 3 : PERCEPTION -- CHAPTER 4 : LEARNING -- CHAPTER 5 : PERSONALIlY -- CHAPTER 6 : ATTITUDES AND BEHAVIOUR -- CHAPTER 7 : MOTIVATION -- CHAPTER 8 : INFLUENCE OF SOCIAL CLASS -- CHAPTER 9 : GROUP DYNAMICS & CONSUMER REFERENCE GROUPS -- CHAPTER 10 : CONSUMER DECISION MAKING PROCESS -- CHAPTER 11 : CONSUMER AND THE COMMUNICATION PROCESS -- CHAPTER 12 : CONSUMER SATISFACTION -- CHAPTER 13 : CONSUMER AND RELATIONSHIP MARKETING -- CHAPTER 14 : MARKET SEGMENTATION -- CHAPTER 15 : CONSUMERISM -- CHAPTER 16 : INDUSTRIAL ORGANISATIONAL BUYING BEHAVIOUR -- CHAPTER 17 : CUSTOMER AND MARKETING OF SERVICES -- PART TWO - MARKETING RESEARCH -- CHAPTER 1 : INTRODUCTION TO MARKETING RESEARCH -- CHAPTER 2 : BASIC CONCEPTS AND RESEARCH DESIGN -- CHAPTER 3 : SOURCES AND COLLECTION OF MARKET INFORMATION -- CHAPTER 4 : PRIMARY DATA COLLECTION -- CHAPTER 5 : SECONDARY SOURCES OF DATA COLLECTION -- CHAPTER 6 : THE RESEARCH PROCESS -- CHAPTER 7 : ANALYSIS OF DATA AND ATTITUDE MEASUREMENT -- CHAPTER 8 : MEASUREMENT OF DIFFERENCES AND ASSOCIATIONS -- CHAPTER 9 : THE MARKETING INFORMATION SYSTEM -- CHAPTER 10 : INTERNET MARKETING RESEARCH -- CHAPTER 11 : VIEW OF THE TRADITIONAL APPLICATIONS -- CHAPTER 12 : CURRENT AND EMERGING APPLICATIONS OF MARKETING RESEARCH.