Part I: MARKETING RESEARCH, THE RESEARCH PROCESS AND PROBLEM DEFINITION. 1. Marketing Research: A Pervasive Activity. 2. Alternative Approaches to Marketing Intelligence. 3. The Research Process and Problem Formulation. Cases for Part 1. Part II: DETERMINE RESEARCH DESIGN. 4. Research Design. 5. Causal Designs. Cases for Part 2. Part III: DESIGN DATA-COLLECTION METHOD AND FORMS. 6. Data Collection: Secondary Data. Appendix 6A: Secondary Data Sources. 7. Data Collection: Primary Data. 8. Data-Collection Forms. 9. Attitude Measurement. Appendix 9A: Psychological Measurement. Cases for Part 3. Part IV: SAMPLE DESIGN AND DATA COLLECTION. 10. Sampling Procedures. 11. Sample Size. 12. Collecting the Data: Field Procedures and Nonsampling Errors. Cases for Part 4. Part V: ANALYSIS AND INTERPRETATION OF DATA. 13. Data Analysis: Preliminary Steps. Appendix 13A: Chi-Square Tests. Appendix 13B: Avery Sporting Goods. 14. Data Analysis: Basic Questions. Appendix 14A: Hypothesis Testing. 15. Data Analysis: Examination of Differences. Appendix 15A: Analysis of Variance. Appendix 15B: Analysis of Catalog-Buying Data. 16. Data Analysis: Investigation of Association. Appendix 16A: Nonparametric Measures of Association. Appendix 16B: Analysis of Catalog-Buying Data. 17. Multivariate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling. Appendix 17A: More Multivariate Statistical Techniques. Appendix 17B: Analysis of Catalog-Buying Data. Cases for Part 5. Part VI: THE RESEARCH REPORT. 18. The Research Report.