Preface -- 1 The Role of Marketing Research in Management Decision Making -- 2 Th Marketing Research Industry and Research Ethics -- 3 Problem Definition, Exploratory Research, and the Research Process -- 4 Secondary Data and Databases -- 5 Qualitative Research -- 6 Traditional Survey Research -- 7 Online Marketing Research -- 8 Primary Data Collection: Observation -- 9 Primary Data Collection: Experimentation and Test Markets -- 10 The Concept of Measurement -- 11 Using Measurement Scales to Build Marketing Effectiveness -- 12 Questionnaire Design -- 13 Basic Sampling Issues -- 14 Sample Size Determination -- 15 Data Processing and Fundamental Data Analysis -- 16 Statistical Testing of Differences and relationships -- 17 Bivariate Correlation and Regression -- 18 Multivariate Data Analysis -- 19 Communicating the Research Results -- 20 Managing Marketing Research -- Photo Credits -- Appendix 1: Comprehensive Cases -- A: Biff Targets an Online Dating Service for College Students -- B: Freddy Favors Fast Food and Convenience for.