research: Experimentation vs. testing -- 7.2.2.Conjoint analysis (aka conjoint measurement) -- 7.2.3.Doing

collection : experimentation and test markets -- 9.The concept of measurement and attitude scales -- 10

primary data: observation and experimentation -- Measurement and questionnaire design -- Designing the

data -- Primary data collection -- Measurement -- Designing the data-gathering instrument -- Sampling

research -- Methods for conducting primary research -- Measurement concepts and questionnaire design

Introduction -- Designing research studies -- Measurement -- Sampling and statistical theory

marketing research -- Ch. 12. Overview of measurement: construct development and scale measurement -- Ch. 13