Contents 1
Part One 1
Introduction to Marketing Research and Problem Definition 1
1 Role of Marketing Research 2
2 Gathering Marketing Intelligence 20
3 Process of Marketing Research 38
4 Problem Formulation 54
Part Two 87
Research Design 87
5 Types of Research Design and Exploratory Research 88
6 Descriptive and Causal Research Designs 108
Part Three 159
Data Collection Methods 159
7 Secondary Data 160
8 Standardized Marketing Information Services 187
9 Collecting Primary Data 207
10 Collecting Information by Communication 223
11 Collecting Information by Observation 247
Part Four 279
Data Collection Forms 279
12 Designing the Questionnaire or Observation Form 280
13 Measurement Basics 320
14 Measuring Attitudes,Perceptions,and Preferences 345
Part Five 397
Sampling and Data Collection 397
15 Sampling Basics,Nonprobability,and Simple Random Samples 398
16 Stratified and Cluster Sampling 427
17 Sample Size 449
18 Collecting the Data:Nonsampling Errors and Response Rate Calculation 470
Part Six 513
Data Analysis 513
19 Data Analysis:Preliminary Steps 514
20 Data Analysis:Analyzing Individual Variables and Basics of Hypothesis Testing 535
21 Data Analysis：Analyzing Multiple Variables Simultaneously 572
Part Seven 657
Research Reports 657
22 The Research Report 658
Epilogue 691
Appendix 695
Notes 703
Glossary 719
Index 727