Chapter 1 Introduction to Marketing Research 2
Chapter 2 The Marketing Research Industry 20
Chapter 3 The Marketing Research Process and Defining the Problem
and Research Objectives 38
Chapter 4 Research Design 60
Chapter 5 Secondary Data and Packaged Information 88
Chapter 6 Qualitative Research Techniques 120
Chapter 7 Evaluating Survey Data Collection Methods 154
Chapter 8 Understanding Measurement, Developing Questions,
and Designing the Questionnaire 190
Chapter 9 Selecting the Sample 228
Chapter 10 Determining the Size of a Sample 254
Chapter 11 Dealing with Fieldwork and Data Quality Issues 282
Chapter 12 Using Descriptive Analysis, Performing Population Estimates,
and Testing Hypotheses 314
Chapter 13 Implementing Basic Differences Tests 354
Chapter 14 Making Use of Associations Tests 384
Chapter 15 Understanding Regression Analysis Basics 416
Chapter 16 Communicating Insights 446