This revised and updated edition maintains the emphasis on practical applications, and includes numerous case studies and special coverage of advanced topics in data analysis. It covers brand equity, customer satisfaction, total quality management, faxes, E-mail surveys and on-line databases.

PART 1: THE NATURE AND SCOPE OF MARKETING RESEARCH: A Decision-Making Perspective on Marketing Research; PART 2: DATA COLLECTION: Section A: Secondary and Exploratory Research; Secondary Sources of Marketing Data; Section B: Descriptive Research: Section C: Casual Research: Experimentation; Section D: Sampling: Sampling Fundamentals; PART 3: DATA ANALYSIS: Fundamentals of Data Analysis; Hypothesis Testing; PART IV: SPECIAL TOPICS IN DATA ANALYSIS: Correlation and Regression Analysis; Discriminant Analysis and Canonical Analysis; Presenting the Results; PART V: APPLICATIONS: Traditional Applications of Marketing Research: Product and Price; Traditional Applications of Marketing Research: Distribution and Promotion; Application of Marketing Research in the Nineties.