Preface
Publishers acknowledgements
About the authors
1. Introduction to marketing research and insight
2. Defining the research problem and developing a research approach
3. Research design
4. Secondary data collection and analysis
5. Internal secondary data and analytics
6. Qualitative research: its nature and approaches
7. Qualitative research: focus group discussions
8. Qualitative research: in-depth interviewing and projective techniques
9. Qualitative research: data analysis
10. Survey and quantitative observation techniques
11. Causal research design: experimentation
12. Measurement and scaling: fundamentals, comparative and non-comparative scaling
13. Questionnaire design
14. Sampling: design and procedures
15. Sampling: determining sample size
16. Survey fieldwork
17. Social media research
18. Mobile research
19. Data integrity
20. Frequency distribution, cross-tabulation and hypothesis testing
21. Analysis of variance and covariance
22. Correlation and regression
23. Discriminant and logit analysis
24. Factor analysis
25. Cluster analysis
26. Multidimensional scaling and conjoint analysis
27. Structural equation modelling and path analysis
28. Communicating research findings
29. Business-to-business (b2b) marketing research
30. Research ethics, privacy and trust
Glossary

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