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• About the Author
• Acknowledgements
• Online Resources
• 1 Introduction to Market Research and the Modern Organization
• 2 Research Typologies and the Business Issue for Research
• 3 Secondary Research and Marketing Intelligence
• 4 Qualitative Data Collection – Communication and Observation Methods
• 5 Quantitative Data Collection – Communication and Observation Methods
• 6 Target Markets, Sample Design, and Sample Size
• 7 Data Collection Instruments – Qualitative and Quantitative Research
• 8 Qualitative Data Analysis – Communication and Observation Methods
• 9 Quantitative Data Analysis – Communication and Observation Methods
• 10 Reporting and Presenting Solutions to the Business Issue
• 11 Ethics, Privacy, and New Technology
• Index