Partial table of contents:
THE NATURE AND SCOPE OF MARKETING RESEARCH.
Marketing Research in Practice.
The Marketing Research Process.
Research Design and Implementation.
Secondary Sources of Marketing Data.
Information Collection: Qualitative and Observational Methods.
Information from Respondents: Issues in Data Collection.
Designing the Questionnaire.
Sample Size and Statistical Theory.
Hypothesis Testing: Basic Concepts and Tests of Associations.
Hypothesis Testing: Means and Proportions.
SPECIAL TOPICS IN DATA ANALYSIS.
Factor and Cluster Analysis.
Presenting the Results.
Traditional Applications of Marketing Research: Product and Price.
Applications of Marketing Research in the Nineties.