Part Two Basic Techniques
2. Methodologies of Marketing Research
3. Introduction to Sampling
4. Types of Sampling
5. Questionnaires
6. Interviewing
7. Qualitative Research and Attitude Research
Part Three Specific Research Applications
8. Continuous Marketing Research
9. Test Marketing
10. Advertising Research
1. Business to Business Research
12. International Marketing Research
Part Four Data Handling and Interpretation
13. Final Stages of the Survey
Appendix 1: Sources of Secondary Data
Appendix 2: Case Studies
1. How Tesco keeps the Customer Satisfied
2. Music Making in Britain
3. Qualitative Research in Ethnic Minority Communities in Britain
4. Mystery Shoppings Contribution to London Underground Investment Decisions
5. Market Research and Water Supply
6. Art Sponsorship: The Tate Gallery
7. Achieving Prestige Status: Audi's successful strategy
8. Regenerating a traditional family-based product
9. Cultural values and Asian markets
10. Perspectives on older consumers