The Role of Marketing Research in Management Decision Making -- Marketing Research Suppliers and Marketing Research Users -- The Marketing Research Process -- Secondary data, Databases, the Internet and Decision Support Systems -- Qualitative Research -- Primary Data Collection: Survey Research -- Primary data Collection: Observation -- Primary Data Collection: Experimentation -- Understanding Measurement -- Using Measurement Scales to Build Marketing Effectiveness -- Questionnaire Design -- Basic Sampling Issues -- Sample Size Determination -- data Processing and Fundamental data Analysis -- Data Analysis: Statistical Testing of Differences -- Data Analysis: Bivariate Correlation and Regression -- Multivariate Data Analysis -- Communicating The Research Results -- Managing Marketing Research and Research Ethics -- Competitive Intelligence -- Marketing Research in Practice