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Contents 1

Part One 1

Introduction to Marketing Research and Problem Definition 1

1 Role of Marketing Research 2

2 Gathering Marketing Intelligence 20

3 Process of Marketing Research 38

4 Problem Formulation 54

Part Two 87

Research Design 87

5 Types of Research Design and Exploratory Research 88

6 Descriptive and Causal Research Designs 108

Part Three 159

Data Collection Methods 159

7 Secondary Data 160

8 Standardized Marketing Information Services 187

9 Collecting Primary Data 207

10 Collecting Information by Communication 223

11 Collecting Information by Observation 247

Part Four 279

Data Collection Forms 279

12 Designing the Questionnaire or Observation Form 280

13 Measurement Basics 320

14 Measuring Attitudes,Perceptions,and Preferences 345

Part Five 397

Sampling and Data Collection 397

15 Sampling Basics,Nonprobability,and Simple Random Samples 398

16 Stratified and Cluster Sampling 427

17 Sample Size 449

18 Collecting the Data:Nonsampling Errors and Response Rate Calculation 470

Part Six 513

Data Analysis 513

19 Data Analysis:Preliminary Steps 514

20 Data Analysis:Analyzing Individual Variables and Basics of Hypothesis Testing 535

21 Data Analysis：Analyzing Multiple Variables Simultaneously 572

Part Seven 657

Research Reports 657

22 The Research Report 658

Epilogue 691

Appendix 695

Notes 703

Glossary 719

Index 727