Includes index.

Contents: Introduction to marketing research -- The marketing research industry -- The marketing research process and defining the problem and research objectives -- Research design -- Secondary data and packaged information -- Qualitative research techniques -- Evaluating survey data collection methods -- Understanding measurement, developing questions, and designing the questionnaire -- Selecting the sample -- Determining the size of a sample -- Dealing with field work and data quality issues -- Using descriptive analysis, performing population estimates, and testing hypotheses -- Implementing basic differences tests -- Making use of associations tests -- Understanding regression analysis basics -- The research report.