Reprinted 2001 by Pearson Education Asia.

Includes bibliographical references and index.

Chapter 1 The Nature of Marketing Research
Chapter 2 The Industry: Structure, Evaluation, and Ethics
Chapter 3 The Marketing Research Process
Chapter 4 Defining the Problem and Determining Research Objectives
Chapter 5 Research Design
Chapter 6 secondary Data Sources
Chapter 7 Syndicated Services
Chapter 8 observation, Focus Groups, and other Qualitative Methods
Chapter 9 Survey Data Collection Methods
Chapter 10 Measurement in Marketing Research
Chapter 11 Designing Data Collection Forms
Chapter 12 determining The Sample Plan
Chapter 13 Determining the Size of a Sample
Chapter 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
Chapter 15 Basic Data Analysis: Descriptive Statistics
Chapter 16 Inferring Sample Findings to the Population and Testing for Differences
Chapter 17 determining and Interpreting Associations between Two Variables
Chapter 18 Predictive Analysis in Marketing Research
Chapter 19 Presenting the Research Results
Endnotes
Credits
Index

For undergraduate marketing research courses. The "nuts and bolts" of marketing research. Marketing Research gives students a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. Written at a level first-time marketing research students can understand, this text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts

In English text.