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Table of Contents Part I Introduction 1. The Role of Marketing Research 2. Information Systems and Knowledge Management 3. The Marketing Research Process: An Overview 4. The Human Side of Marketing Research: Organization and Ethical Issues, Part 2 Designing Research Studies 5. Qualitative and Exploratory Research Tools 6. Secondary Data Research in a Digital Age 7. Survey Research: An Overview 8. Observation 9. Experimental Research: An Overview Part 3 Measurement 10. Measurement and Attitude Scaling 11. Questionnaire Design Part 4 Sampling and Statistical Theory 12. Sampling Designs and Sampling Procedures 13. Determination of Sample Size: A Review of Statistical Theory Part 5 Analysis and Reporting 14. Basic Data Analysis 15. Differences between Groups and Relationships Among Variables 16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-up Part 6 Comprehensive Cases with Computerized Databases Appendix: Statistical Tables Glossary of Frequently Used Symbols Glossary Endnotes Index