Part I The Nature and Scope of Marketing Research

1. A Decision-Making Perspective on Marketing Research Intelligence
2. Marketing Research in Practice
3. The Marketing Research Process
4. Research Design and Implementation

Part II Data Collection, Section A, Secondary and Exploratory Research

5. Secondary Sources of Marketing Data
6. Standardized Sources of Marketing Data
7. Marketing Research on the Internet
8. Information Collection: Qualitative and Observational Methods

Section B, Descriptive Research

9. Information from Respondents: Issues in Data Collection
10. Information from Respondents: Survey Methods
11. Attitude Measurement
12. Designing the Questionnaire

Section C, Causal Research

13. Experimentation

Section D, Sampling

  14.    Sampling Fundamentals

  15.    Sample Size and Statistical Theory

Part III Data Analysis

16. Fundamentals of Data Analysis
17. Hypothesis Testing: Basic Concepts and Tests of Associations
18. Hypothesis Testing: Means and Proportions

Part IV Special Topics in Data Analysis

19. Correlation Analysis and Regression Analysis
20. Discriminant and Canonical Analysis
21. Factor and Cluster Analysis
22. Multidimensional Scaling and Conjoint Analysis
23. Presenting the Results

Part V Applications

24. Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion
25. Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management
26. Emerging Applications of Marketing Research: Direct Marketing, Database Marketing; E-Commerce, Relationship Marketing and Marketing Intelligence

Appendix 1: Tables
A-1. Standard Normal Probabilities
A-2. X² Critical Points
A-3. F Critical Points
A-4. Cutt-off Points for the Student's t Distribution
A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS
A-6. Output of Select Tables in SPSS

Glossary.
Index.