Introducing Marketing Research

Foreword by Robert M Worcester Foreword by David Smith Preface About the Authors About the Contributors Part 1 Research Design and Methods Introduction to Marketing Research Marketing Research: Process and Design Desk Research and Secondary Data Collection Qualitative Research: Data Collection and Analysis Survey and Questionnaire Design Part 2 Statistical Considerations Basic Statistics and Data Analysis An Introduction to Sampling Hypothesis Testing and Tests of Association Hypothesis Testing and Tests of Differences Part 3 Contexts in Marketing Research International Marketing Research Internet Marketing Research Business to Business Markets and Marketing Research Answers to Work Assignment Questions Appendix 1: Selected Sources of Secondary Information Appendix 2: Statistical Tables Glossary Index