Contents 1
1 Introduction 1
Vitalinputs to business success 1
Marketing:a business philosophy and a management 3
function 5
Summary 5
2 Marketing research 6
Nature of marketing research 6
Maindivisions of marketing research 11
Summary 13
3 sequential stages of marketing research 14
Value of systematic approach 14
Sampling methodology 20
Summary 29
4 Research tools 30
Primary and secondary data 30
Questionnaire methodologies 31
Interviewing 40
Attractions and potential hazards of qualitative research 46
Summary 51
5 Research uses 52
Basic techniques 52
Continuous research 52
Advertising research 55
Industrial marketing research 61
Primary data collection 65
Export research 68
Services research 73
Summary 75
6 Market segmentation analyses 76
Role of market segmentation 76
Life－style segmentation 81
Industrial segmentation 91
Summary 109
7 Final stages of the survey 110
Data processing tasks 110
Preparation and presentation of survey report 113
Summary 119
Appendix A：Desk research notes 121
Appendix B：Examples of questionnaires 131
Appendix C：Recommended reading 168
Appendix D：Case histories 171
Index 207