* Section - ONE: Planning a market research study; ** Chapter - 01:: Introduction; ** Chapter - 02:: Market research design; ** Chapter - 03:: Uses of market research; * Section - TWO: Qualitative research; ** Chapter - 04:: Qualitative research; ** Chapter - 05:: Desk research; ** Chapter - 06:: Focus groups; ** Chapter - 07:: Depth interviewing; ** Chapter - 8:: Observation and ethnography; * Section - THREE: Quantitative research; ** Chapter - 09:: Quantitative research; ** Chapter - 10:: Sampling and statistics; ** Chapter - 11:: Questionnaire design; ** Chapter - 12:: Face-to-face interviewing; ** Chapter - 13:: Telephone interviewing; ** Chapter - 14:: Self-completion questionnaires; ** Chapter - 15:: Online surveys; ** Chapter - 16:: Data analysis; * Section - FOUR: Using market research; ** Chapter - 17:: Using market research to segment markets; ** Chapter - 18:: Using market research to improve a brand position; ** Chapter - 19:: Using market research to improve customer satisfaction and loyalty; ** Chapter - 20:: Using market research to achieve optimum pricing; ** Chapter - 21:: Using market research to enter a new market; ** Chapter - 22:: Using market research to test advertising effectiveness; ** Chapter - 23:: Using market research to launch a new product; ** Chapter - 24:: Reporting; * Section - FIVE: The market research industry; ** Chapter - 25:: International market research; ** Chapter - 26:: Research trends; ** Chapter - 27:: Ethics in market research.
Market Research in Practice : An Introduction to Gaining Greater Market Insight