Part 1 Introduction 1
1 THE ROLE OF MARKETING RESEARCH 1
2 INFORMATION SYSTEMS AND KNOWLEDGE MANAGEMENT 23
3 THE MARKETING RESEARCH PROCESS： AN OVERVIEW 42
4 THE HUMAN SIDE OF MARKETING RESEARCH： ORGANIZATIONAL AND ETHICAL ISSUES 68
Part 2 Designing Research Studies 87
5 EXPLORATORY RESEARCH AND QUALITATIVE ANALYSIS 87
6 SECONDARY DATA RESEARCH IN A DIGITAL AGE 112
7 SURVEY RESEARCH 140
8 OBSERVATION 180
9 EXPERIMENTAL RESEARCH 199
Part 3 Measurement 225
10 MEASUREMENT AND ATTITUDE SCALING 225
11 QUESTIONNAIRE DESIGN 249
Part 4 Sampling and Statistical Theory 290
12 SAMPLING DESIGNS AND SAMPLING PROCEDURES 290
13 DETERMINATION OF SAMPLE SIZE： A REVIEW OF STATISTICAL THEORY 314
Part 5 Analysis and Reporting 346
14 BASIC DATA ANALYSIS 346
15 DIFFERENCES BETWEEN GROUPS AND RELATIONSHIPS AMONG VARIABLES 379
16 COMMUNICATING RESEARCH RESULTS： RESEARCH REPORT， ORAL PRESENTATION， AND RESEARCH FOLLOW-UP 400
Part 6 Comprehensive Cases with Computerized Databases 409
APPENDIX： STATISTICAL TABLES 419
GLOSSARY OF FREQUENTLY USED SYMBOLS 427
GLOSSARY OF TERMS 429
ENDNOTES 439
CREDITS 447
INDEX 449