Part I. Marketing research information and technology: Ch. 1. The role of marketing research in strategic planning -- Ch. 2. The research process -- Ch. 3. Problem definition, research objectives, and marketing research ethics -- Ch. 4. Strategic information management: secondary data sources -- Ch. 5. Technology and the new information age -- Part II. Designing the marketing research project: -- Ch. 6. Marketing research and database development -- Ch. 7. Marketing decision support systems -- Ch. 8. Exploratory designs: in-depth interviews and focus groups -- Ch. 9. Descriptive research designs: survey methods and errors -- Ch. 10. Causal research: experiments, test markets, and observation methods -- Part III. Gathering and collecting accurate data: Ch. 11. Sampling: theory, designs, and issues in marketing research -- Ch. 12. Overview of measurement: construct development and scale measurement -- Ch. 13. Attitude scale measurements used in survey research -- Ch. 14. Questionaire design and issues -- Part IV. Data preparation and analysis: Ch. 15. Coding, editing, and preparing data for analysis -- Ch. 16. Data analysis: testing for significant differences -- Ch. 17. Data analysis: testing for association -- Ch. 18. Data analysis: multivariate techniques for the research process -- Ch. 19. Preparing the marketing research report and presentation.