PART ONE—INTRODUCTION AND BASIC CONCEPTS 1. Introduction 2. Marketing Research Management 3. Value of Information 4. The Research Process 5. Exploratory and Descriptive Research Designs 6. Causal Research Design PART TWO— DATA COLLECTION, SAMPLING AND INTERVIEWING 7. Secondary Data 8. Collection of Primary Data 9. Measurement and Scaling 10. Attitude Scales 11. Sampling: Process and Designs 12. Sample Size Decisions 13. Interviewing PART THREE—DATA PROCESSING ANALYSIS AND REPORTING 14. Data Processing, Analysis and Estimation 15. Testing Hypotheses 16. Bivariate Analysis 17. Experimental Designs 18. Multivariate Analysis I (Dependence Methods) 19. Multivariate Analysis II (Inter-Dependence Methods) 20. Interpretation and Report Writing PART FOUR—SELECTED APPLICATIONS AND ETHICAL ISSUES 21. Sales Analysis and Forecasting 22. New Product Development and Test Marketing 23. Advertising Research 24. Market Segmentation and Brand Positioning 25. International Marketing Research 26. Organised Retailing 27. Ethical Issues in Marketing Research