Contemporary marketing research / 3rd ed.

An Introduction to Market Research p. 1
The Role of Marketing Research in Management Decision Making p. 3
The Marketing Research Process p. 33
Who Does Marketing Research? p. 55
Ethics in Marketing Research p. 85
Creating a Research Design p. 127
Published Secondary Data, Computerized Databases, and Decision Support Systems p. 129
Qualitative Research p. 185
Primary Data Collection: Survey Research p. 227
Primary Data Collection: Observation p. 273
Primary Data Collection: Experimentation p. 311
Data Acquisition p. 349
Understanding Measurement p. 351
Attitude Measurement p. 379
Questionnaire Design p. 411
Basic Sampling Issues p. 455
Sample Size Determination p. 495
Data Analysis p. 521
Data Processing and Fundamental Data Analysis p. 523
Data Analysis: Statistical Testing of Differences p. 563
Data Analysis: Bivariate Correlation and Regression p. 601
Multivariate Data Analysis p. 625
Market Research in Action p. 671
Communicating the Research Results p. 673
Marketing Research in Practice p. 705
Appendix One Comprehensive Cases p. A-1
Appendix Two Statistical Tables p. A-19
Glossary p. G-1
Endnotes p. E-1
Index p. I-1