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: Design and Process 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 Difference Part 3 Contexts in Marketing Research International Marketing Research Internet Marketing Research Business to Business Marketd and Marketing Research Appendix 1: Selected Sources of Secondary Information Appendix 2: Statistical Tables Glossary Index