Includes index

Contents: The Role and value of marketing research information: Marketing research for managerial decision making -- The marketing research process and proposals -- Designing the marketing research project: Secondary data, literature reviews, and hypotheses -- Exploratory and observational research -- Designs and data collection approaches -- Descriptive and causal research designs -- Gathering and collecting accurate data: Sampling: theory and methods -- Measurement and scaling -- Designing the questionnaire -- Data preparation, analysis and reporting the results: Qualitative data analysis -- Preparing data for quantitative analysis -- Basic data analysis for quantitative research -- Examining relationships in quantitative research -- Communicating marketing research findings --