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• Cover
• Half Title
• Publisher Note
• Title Page
• Copyright Page
• Contents
• Expanded Contents
• About the Author
• Part 1 Introduction to Uses and Methods of Marketing Research
• 1 Introduction to Marketing Research
• 2 Research as a Process
• 3 Determining the Research Question
• 4 The Research Proposal
• 5 Cultural Considerations for Marketing Research
• 6 Conducting Secondary Research
• Part 2 Qualitative Marketing Research
• 7 Choosing Participants for Qualitative Research
• 8 Planning And conducting Focus Groups
• 9 In-Depth, Intercept and Expert Interviews
• 10 Projective, Observational and Netnography Techniques
• Part 3 Quantitative Marketing Research
• 11 Determining Probability Samples
• 12 Questionnaire Design
• 13 Conducting Surveys
• Part 4 Analyzing and Reporting Findings
• 14 Analyzing Verbal and Other Qualitative Data
• 15 Analyzing Numerical Data
• 16 Report Writing and Presentation
• References
• Index