Includes bibliographical references and index.

Contents: Marketing research information and technology: The Role of marketing research in strategic planning -- The Research process -- Problem definition, research objectives, and marketing research ethics -- Strategic information management: secondary data sources -- Customer relationship management and the marketing research process -- Designing the marketing research project: Marketing and dtabase development -- Marketing decision support systems and business intelligence -- Exploratory designs: in-depth interviews and focus groups -- Descriptive research designs: survey methods and errors -- Observation techniques, experiments and test markets -- Gathering and collecting accurate data: Sampling: theory, designs, and issues in marketing research -- Overview of measurement: construct development and scale measurement -- Attitude scale measurement used in scale survey research -- Questionnaire designs and issues -- Data preparation, analysis and reporting the results: Coding editing and preparing data for analysis -- Data analysis: testing for significant differences -- Data analysis: testing for association -- Data analysis: multiariate techniques for the research process -- Preparing the marketing research report and presentation -- Appendix of statistical tables.