Part 1 Introduction

1 THE ROLE OF MARKETING RESEARCH

2 INFORMATION SYSTEMS AND KNOWLEDGE MANAGEMENT

3 THE MARKETING RESEARCH PROCESS： AN OVERVIEW

4 THE HUMAN SIDE OF MARKETING RESEARCH： ORGANIZATIONAL AND ETHICAL ISSUES

Part 2 Designing Research Studies

5 EXPLORATORY RESEARCH AND QUALITATIVE ANALYSIS

6 SECONDARY DATA RESEARCH IN A DIGITAL AGE

7 SURVEY RESEARCH

8 OBSERVATION

9 EXPERIMENTAL RESEARCH

Part 3 Measurement

10 MEASUREMENT AND ATTITUDE SCALING

11 QUESTIONNAIRE DESIGN

Part 4 Sampling and Statistical Theory

12 SAMPLING DESIGNS AND SAMPLING PROCEDURES

13 DETERMINATION OF SAMPLE SIZE： A REVIEW OF STATISTICAL THEORY

Part 5 Analysis and Reporting

14 BASIC DATA ANALYSIS

15 DIFFERENCES BETWEEN GROUPS AND RELATIONSHIPS AMONG VARIABLES

16 COMMUNICATING RESEARCH RESULTS： RESEARCH REPORT， ORAL PRESENTATION， AND RESEARCH FOLLOW-UP

Part 6 Comprehensive Cases with Computerized Databases

APPENDIX： STATISTICAL TABLES

GLOSSARY OF FREQUENTLY USED SYMBOLS

GLOSSARY OF TERMS

ENDNOTES

CREDITS

INDEX