Part 1: The Role and Value of Marketing Research Information

Chapter 1—Marketing Research for Managerial Decision Making
Summary

Chapter 2—The Marketing Research Process and Proposals
Summary

Part 2: Designing the Marketing Research Project 

Chapter 3—Secondary Data, Literature Reviews and Hypotheses
Summary

Chapter 4—Exploratory Research Designs and Data Collection Approaches
Summary

Chapter 5—Descriptive and Causal Research Designs
Summary

Part 3: Gathering and Collecting Accurate Data

Chapter 6—Sampling: Theory and Methods
Summary

Chapter 7—Measurement and Scaling
Summary

Chapter 8—Designing the Questionnaire
Summary

Part 4: Data Preparation, Analysis and Reporting the Results

Chapter 9—Qualitative Data Analysis
Summary

Chapter 10—Preparing Data for Quantitative Analysis
Summary

Chapter 11—Basic Data Analysis for Quantitative Research
Summary

Chapter 12—Examining Relationships in Quantitative Research
Summary

Chapter 13—Reporting and Presenting Results
Summary