CONTENT : PREFACE xxi CHAPTER 1: INTRODUCTION TO MARKETING RESEARCH2 CHAPTER 2: THE MARKETING RESEARCH PROCESS22 CHAPTER 3: THE MARKETING RESEARCH INDUSTRY40 CHAPTER 4: DEFINING THE PROBLEM AND DETERMINING RESEARCH OBJECTIVES 84 CHAPTER 5: RESEARCH DESIGN114 CHAPTER 6: USING SECONDARY DATA AND ONLINE INFORMATION DATABASES 144 CHAPTER 7: STANDARDIZED INFORMATION SOURCES176 CHAPTER 8: OBSERVATION, FOCUS GROUPS, AND OTHER QUALITATIVE METHODS200 CHAPTER 9: SURVEY DATA-COLLECTION METHODS232 CHAPTER 10: MEASUREMENT IN MARKETING RESEARCH268 CHAPTER 11: DESIGNING THE QUESTIONNAIRE298 CHAPTER 12: DETERMINING HOW TO SELECT THE SAMPLE328 CHAPTER 13: DETERMINING THE SIZE OF A SAMPLE362 CHAPTER 14: DATA COLLECTION IN THE FIELD, NONRESPONSE ERROR, AND QUESTIONNAIRE SCREENING390 CHAPTER 15: BASIC DATA ANALYSIS: DESCRIPTIVE STATISTICS420 CHAPTER 16: GENERALIZING A SAMPLE'S FINDINGS TO ITS POPULATION AND TESTING HYPOTHESES ABOUT PERCENTS AND MEANS452 CHAPTER 17: TESTING FOR DIFFERENCES BETWEEN TWO GROUPS OR AMONG MORE THAN TWO GROUPS484 CHAPTER 18: DETERMINING AND INTERPRETING ASSOCIATIONS AMONG VARIABLES520 CHAPTER 19: REGRESSION ANALYSIS IN MARKETING RESEARCH558 CHAPTER 20: THE MARKETING RESEARCH REPORT: PREPARATION AND PRESENTATION 596