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Table of Contents
1 The Role of Marketing Research in Management Decision Making 1
2 Problem Defi nition, Exploratory Research, and the Research Process 34
3 Secondary Data and Databases 61
4 Qualitative Research 79
5 Traditional Survey Research 106
6 Online Marketing Research 128
7 Primary Data Collection: Observation 153
8 Primary Data Collection: Experimentation and Test Markets 178
9 The Concept of Measurement and Attitude Scales 206
10 Questionnaire Design 243
11 Basic Sampling Issues 277
12 Sample Size Determination 300
13 Data Processing, Data Analysis, and Statistical Testing 325
14 More Powerful Statistical Methods 364
15 Communicating Results and Managing Marketing Research 393