CHAPTER 1 INTRODUCTION 3
The Rise of Market Research and Analysis 6
Some Weaknesses in Present Market Research and Analysis Practice 8
General Plan of the Book 10
Market Research and Market Analysis 12
CHAPTER 2 TYPES AND USES OF MARKET RESEARCH AND ANALYSIS 16
National Market Analysis and Wholesale or Retail Market Analysis 16
Industrial Market Analysis and Consumer Market Analysis 17
Qualitative and Quantitative Analysis 18
Types of Market Analysis 19
Qualitative Market Analysis 19
Quantitative Market Analysis 31
Product Analysis 33
Market Trend Analysis 39
Sales Analysis 43
Dealer Analysis 47
Advertising and Sales Promotion Analysis 49
Other Types of Market Analyses 57
CHAPTER 3 SCIENTIFIC METHOD 58
What is Scientific Method 59
The Basic Methods of Science 63
The Historical Method 63
The Inductive Method 66
The Deductive Method 68
The Analytical Method 71
The Experimental Method 73
The General Techniques of Special Scientific Fields 75
Statistics 75
Accounting 76
Engineering 79
Psychology 80
Sociology 82
CHAPTER 4 BASIC MARKET ANALYSIS METHODS 84
The Survey Method 85
Factual Surveys 86
Opinion Surveys 87
Interpretive Surveys 89
The Observational Method 96
The Experimental Method in Market Analysis 98
The Accuracy of Market Analysis Methods 104
The Alternative Use of Market Analysis Methods 109
The Combination of Methods 110
CHAPTER 5 MARKET ANALYSIS PROCEDURE 112
The Situation Analysis 117
The Informal Investigation 120
Planning the Analysis 123
Gathering Data 131
Tabulation and Analysis 133
Interpretation 140
Presentation of the Results 141
Follow-Up 142
CHAPTER 6 THE SITUATION ANALYSIS 144
How the Situation Analysis is Made 146
Distinction Between the Situation Analysis and the Data-Gathering Step 147
The Use of Standard Outlines 148
Nature of Information Obtained in the Situation Analysis 149
The Product 149
The Company，Industry，and Competition 153
The Market 155
Channels of Distribution 156
The Sales Organization 160
Advertising and Sales Promotion 162
CHAPTER 7 THE INFORMAL INVESTIGATION 165
Purpose 165
How the Informal Investigation is Made 167
Informal Consumer Interviews 173
Informal Dealer Interviews 180
Informal Key Interviews 188
CHAPTER 8 PLANNING THE INVESTIGATION—DETERMINING PURPOSES；TYPES AND SOURCES OF DATA 194
Determining the Purposes of the Analysis 194
Steps in Stating the Purposes of the Investigation 196
Determining the Types and Sources of Data 199
How to Determine the Types and Sources of Data to Be Used 202
CHAPTER 9 PLANNING THE INVESTIGATION—PREPARATION OF THE FORMS TO BE USED IN GATHERING DATA 207
Types of Questionnaires 208
The Elements of the Questionnaire 214
General Rules for Constructing Questionnaires 222
Preparation of Forms for Observations and Experiments 243
CHAPTER 10 PLANNING THE INVESTIGATION—PLANNING THE SAMPLE；DETERMINING OPERATING PLANS AND COSTS 247
Planning the Sample 247
The General Theory of Sampling 248
The Major and Minor Universe；Gross and Sub-Samples 250
The Difficulty of Obtaining Random Samples 252
Determining the Nature of the Major Universe 254
Determining the Nature of the Minor Universes 256
Determining the Number of Interviews Necessary for Reliability 257
Determining the Distribution of Interviews Necessary for Proportionality 260
Limitations of Statistical Formulae and Tables Used in Planning and Testing Samples for a Market Analysis 261
Effect of the Size of a Sample on Its Soundness 264
Determining Operating Plans and Costs 265
CHAPTER 11 GATHERING DATA 268
Gathering Secondary Data 268
The Sources of Secondary Data 268
Appraising Secondary Data 273
Gathering Primary Data 279
The Test Investigation 279
Gathering Data by Mail Questionnaires 280
Gathering Data by Personal Interviews 282
Supervision 282
Selecting Investigators 284
Training Field Investigators 287
Instructions to Persons Gathering Data 289
Interviews with Executives and Other Important Persons 294
Checking the Field Force 295
Handling the Observational Work 296
Handling Experiments 298
CHAPTER 12 TABULATION AND ANALYSIS—EDITING DATA AND TESTING THE SAMPLE 303
Editing Data 303
Testing the Validity of the Sample 310
Testing for Reliability 311
The Cumulative Frequency Method 312
The Group Rotation Method 319
Calculation of the Probable Error of the Sample 323
Testing for Proportionality 325
Adjustment for Proportionality 327
CHAPTER 13 TABULATION AND ANALYSIS—TABULATING AND DRAWING STATISTICAL CONCLUSIONS 330
Tabulation 331
Rules for Obtaining Accuracy in Tabulation 334
Obtaining the Most Significant Meaning from the Data 340
Machine versus Hand Tabulation 342
Advantages of Machine Tabulation 342
Disadvantages of Machine Tabulation 345
Drawing Statistical Conclusions 347
CHAPTER 14 INTERPRETATION 354
How Far the Market Analyst Should Go in Interpreting His Findings into Business Policy 354
The Problem of Interpretation 356
Making Logical Interpretations 357
Standards for Interpretation 359
Making Policy Interpretations That Will Be Followed 366
CHAPTER 15 PRESENTATION OF THE RESULTS 373
Importance of the Reports 373
Primary Principles of Presentation 374
The Technical Report 376
The Popular Report 379
Forms for Popular Reports 380
How to Write a Popular Report 383
How to Make a Popular Presentation Dramatic 386
Standards in Graphic Presentation 393
Checking the Reports 399
The Follow-Up 400
CHAPTER 16 QUANTITATIVE MARKET ANALYSIS：ITS USES AND LIMITATIONS 402
Importance of Quantitative Analysis 403
The Uses of Quantitative Analysis 403
Total Sales Quotas 404
Territorial Sales Quotas 404
Quotas for Individuals 405
Boundaries of Sales Territories 406
Concentration of Sales Efforts 407
Distribution of Sales Force 407
Distribution of Advertising 408
Appraisal of Efficiency 410
Limitations of Quantitative Market Analysis 412
CHAPTER 17 QUANTITATIVE MARKET ANALYSIS—METHODS OF QUANTITATIVE ANALYSIS 421
The Direct Data Method 421
The Corollary Data Method 426
The Single Index Method 427
The Batten，Barton，Durstine and Osborn Index 430
The Curtis Index 431
The Crowell Index 432
The International Magazine Company Index 433
The McCann Index 434
The Retail Sales Index 435
The Arbitrary Factors Method 437
The Family Budget Method 441
The Consumption Rate Method 442
The Multiple Correlation Method 444
CHAPTER 18 THE ROLE OF MARKET ANALYSIS IN BUSINESS AND ECONOMICS 449
The Part Market Analysis Plays in the Theory and Practice of Marketing 449
Some Economic Aspects of Market Analysis 454
The Organization of Market Analysis Work 456
The Individual Firm 456
Organizations Specializing in Market Analysis 459
Advertising Agency Research 460
Research by Advertising Media and Other Organizations 462
The Limitations of Market Research and Analysis 464
SELECTED READINGS 467
INDEX 475