Part I: Marketing Research: Learn It, Live It, Love It.
Chapter 1: Seeing What Marketing Research Can Do for You.
Chapter 2: Following the Stages of the Marketing Research Process.
Chapter 3: Surveying the Types of Research You May Do.
Chapter 4: Believing In Marketing Research Ethics.
Chapter 5: Working with Independent Marketing Researchers.
Part II: Surveys: A Great Way to Research.
Chapter 6: Different Types of Surveys You May Use.
Chapter 7: Recognizing Errors in Survey Research.
Chapter 8: Asking People about Their Attitudes.
Chapter 9: Writing Good Questions.
Chapter 10: Designing Good Questionnaires.
Chapter 11: Deciding on a Sample Type.
Chapter 12: Selecting a Sample Size.
Part III: More Methods to Meet Your Needs.
Chapter 13: Secondary Data: What Is It and How Do You Use It?
Chapter 14: Using In-Depth Interviews and Focus Groups.
Chapter 15: Projective Techniques and Observational Methods.
Chapter 16: Conducting Experiments and Test Marketing.
Part IV: Collecting, Analyzing, and Reporting Your Data.
Chapter 17: Collecting and Preparing Your Data.
Chapter 18: Tools for Analyzing Your Data.
Chapter 19: Creating Effective Research Reports.
Part V: The Part of Tens.
Chapter 20: Ten Useful Research Tips for Business Operators.
Chapter 21: Ten Statistical Methods that You (or Your Research Consultant) May Use.
Appendix: On the DVD.