1. Introduction to marketing research: Scientific research approach and Problem definition. Chapter summary: The chapter will provide understanding towards the nature and scope of marketing research
and the scientific process involved.
3. Conclusive research design. 3 .1 Chapter summary. In previous chapters we discussed marketing research process and problem definition (chapter 1) and research design focusing especially on exploratory research design (chapter 2).
4. Sampling. 4.1 Chapter summary. In this chapter we will focus on a very important construct in the field of marketing research, sampling. The chapter will start with a discussion on the importance of sampling in marketing research which will be followed by understanding some basic constructs and terms used by researchers in the field of sampling.
6. Questionnaire design. 6.1 Chapter summary.
Once researchers have taken a decision to employ a specific research design and sampling procedure and determined the measurement and scaling method, they can now develop a questionnaire to collect the data required for the study.
7. Data preparation and preliminary data analysis.
7.1 Chapter summary. After developing an appropriate questionnaire and pilot testing the same, researchers need to undertake the field study and collect the data for analysis.
8. Report preparation and presentation. 8.1 Chapter summary. In this chapter we focus on the last two aspects of marketing research process: report preparation and presentation. One of the important aspects of any research project is to assist managers
2. Exploratory research design. 2.1 Chapter summary. This chapter will start with defining research design, classifying various designs and explaining the difference between exploratory and conclusive research designs by comparing and contrasting the basic research designs
5. Measurement and scaling. 5.1 Chapter summary
This chapter will introduce the concept of measurement and scaling. It will also provide discussion on the primary scales of measurement and go on to classify and describe both comparative and noncomparative scaling techniques.
Chapter summary: Agile software engineering represents a reasonable compromise between to conventional software engineering for certain classes of software and certain types of software projects; agile development processes can deliver successful systems quickly; agile development stresses continuous communication and collaboration among developers and customers;...
Chapter summary: Computers communicate by using languages called protocols, protocols provide services to other protocols operating above and below them, a LAN uses a common network medium to connect computers in a relatively small area, a WAN uses an external network provider to connect LANs, broadband networks carry multiple signals at once, while baseband networks carry only one signal,...
Chapter summary: The network topology is the pattern used to connect computers and other devices with the cable or other network medium; the three primary LAN topologies are bus, star, and ring; UTP cable in the star topology is the most common network medium used today; a network interface adapter provides the interface that enables a computer to connect to a network; the network interface adapter and its driver implement the data-link layer protocol on the computer; hubs are devices that connect computers on a star or ring network.
Chapter summary: Bridges selectively relay packets between network segments, depending on their data-link layer destination addresses; bridges maintain a single broadcast domain and create separate collision domains; switches improve on the function of bridges by forwarding packets only to their destination systems; switches reduce the collisions on a network and increase the bandwidth available to each computer;...
Chapter summary: The Windows NT, Windows 2000, and UNIX operating systems include both server and client functionality; Novell NetWare is strictly a client/server network operating system; Windows NT and Windows 2000 were designed to provide application services and file and print services; a client is a software component that enables a computer to access server resources;...
Chapter summary: Supports multiple cable types and speeds, uses the CSMA/CD MAC mechanism to detect collisions, uses a logical ring topology, uses the token passing MAC mechanism, uses a double ring or star topology, uses the token passing MAC mechanism, runs at speeds up to 11 Mbps, uses the CSMA/CA MAC mechanism.
Chapter summary: Network layer protocols are responsible for end-to-end communications across the network, IP is a connectionless protocol that encapsulates transport layer data into datagrams, IPX is a proprietary standard that performs routing, addressing, and protocol identification, NetBEUI is used by small Windows networks for LAN networking, AppleTalk provides basic networking to small networks.
Chapter summary: The TCP/IP protocols were developed to support systems that use any computing platform or operating system; the TCP/IP protocol stack consists of four layers: link, internet, transport, and application; IP uses the ARP protocol to resolve IP addresses into the hardware addresses needed for data-link layer protocol communications;...and other contents.
Chapter summary: DHCP assigns IP addresses by using automatic, manual, or dynamic allocation; DNS resolves host and domain names into IP addresses; WINS resolves NetBIOS names into IP addresses; ping tests whether one computer running TCP/IP can communicate with another computer on the network;...and other contents.
Chapter summary: Bridges selectively relay packets between network segments, depending on their data-link layer destination addresses; bridges maintain a single broadcast domain and create separate collision domains; switches improve on the function of bridges by forwarding packets only to their destination systems;...and other contents.
Chapter summary: External unshielded twisted pair (UTP) cable installations use prefabricated cables to connect computers directly to hubs; internal cable installations use bulk cable, which you pull through walls, ceilings, or floors; to connect two computers without a hub, you must use a crossover cable connection, which reverses the transmit and receive signals;...
Chapter summary: Magnetic tape is the most popular storage medium for backups; backup software enables you to select the data you want to back up and sends it to the device you use for backups; daily backup jobs can be full backups, incremental backups, or differential backups;...