Table of contents

PART ONE?INTRODUCTION AND BASIC CONCEPTS
1. Introduction
2. Marketing Research Management
3. Value of Information
4. The Research Process
5. Exploratory and Descriptive Research Designs
6. Causal Research Design
PART TWO? DATA COLLECTION, SAMPLING AND INTERVIEWING
7. Secondary Data
8. Collection of Primary Data
9. Measurement and Scaling
10. Attitude Scales
11. Sampling: Process and Designs
12. Sample Size Decisions
13. Interviewing
PART THREE?DATA PROCESSING ANALYSIS AND REPORTING
14. Data Processing, Analysis and Estimation
15. Testing Hypotheses
16. Bivariate Analysis
17. Experimental Designs
18. Multivariate Analysis I (Dependence Methods)
19. Multivariate Analysis II (Inter-Dependence Methods)
20. Interpretation and Report Writing
PART FOUR?SELECTED APPLICATIONS AND ETHICAL ISSUES
21. Sales Analysis and Forecasting
22. New Product Development and Test Marketing
23. Advertising Research
24. Market Segmentation and Brand Positioning
25. International Marketing Research
26. Organised Retailing
27. Ethical Issues in Marketing Research

"The fifth edition of this well known text continues to comprehensively discuss the tools and techniques used for marketing research which facilitates managerial decision-making. With the addition of new cases and a new chapter on Ethical Issues in Marketing Research, this new edition adds further clarity to the process of market research. A better design and coverage makes this edition vital for postgraduate and undergraduate students of management and commerce as well as for the practitioners of marketing research. "