PART I THE NATURE AND SCOPE OF MARKETING RESEARCH -- CHAPTER 1 A Decision-Making Perspective on Marketing Intelligence -- CHAPTER 2 Marketing Research in Practice -- CHAPTER 3 The Marketing Research Process -- CHAPTER 4 Research Design and Implementation -- PART II DATA COLLECTION -- SECTION A: SECONDARY AND EXPOLRARORY RESEARCH -- CHAPTER 5 Secondary Sources of Marketing Data -- CHAPTER 6 Standardized Sources of Marketing Data -- CHAPTER 7 Marketing Research on the Internet -- CHAPTER 8 Information Collection: Qualitative and Observational Methods -- SECTION B: DESCRIPTIVE RESEARCH.

CHAPTER 9 Information from Respondents: Issues in Data Collection -- CHAPTER 10 Information from Respondents: Survey, Methods -- CHAPTER 11 Attitude Measurement -- CHAPTER 12 Designing the Questionnaire -- SECTION C: CAUSAL RESEARCH -- CHAPTER 13 Experimentation -- SECTION D: SAMPLING -- CHAPTER 14 Sampling Fundamentals -- CHAPTER 15 Sample Size and Statistical Theory -- PART III DATA ANALYSIS -- CHAPTER 16 Fundatmentals of Data -- CHAPTER 17 Hypothesis Testing: Basic Concepts and Tests of Associations -- CHAPTER 18 Hypothesis Testing: Means and Proportions -- PART IV SPECIAL TOPICS IN DATA ANALYSIS.

CHAPTER 19 Correlation Analysis and Regression Analysis -- CHAPTER 20 Discriminant, Factor, and Cluster Analysis -- CHAPTER 21 Multidimensional Scaling and Conjoint Analysis -- CHAPTER 22 Presenting the Results -- PART V APPLICATIONS OF MARKETING INTELLIGENCE -- CHAPTER 23 Marketing-Mix Measures -- CHAPTER 24 Brand and Customer Metrics -- CHAPTER 25 New Age Strategies -- Appendix: Tables -- A-1. Standard Normal, Cummulative Probability in Right-Hand Tail for Positive Values of z; Areas Are Formed by Symmetry -- A-2. X² Critical Points -- A-3. F Critical Points -- A-4. t Cut-off Points for the Student's t-Distribution -- A-5 Procedures for Conducting Univariate and Multivariate Analysis in SPSS -- A-6. Output of Select Tables in SPSS.