Chapters in this book

1. Frontmatter i
2. Contents vii
3. Preface xv
4. Acknowledgments xxi
5. Chapter 1: The Purpose of Market Research 1
6. Chapter 2: Market Research Ethics 23
7. Chapter 3: Defining the Research Objective 49
8. Chapter 4: Secondary Research Methods 71
9. Chapter 5: Quantitative Primary Research: Surveys, Data Mining, and Web Scraping 95
10. Chapter 6: Qualitative Primary Research: Surveys, Focus Groups, and Observation Studies 121
11. Chapter 7: Survey Development 139
12. Chapter 8: Sampling Techniques 161
13. Chapter 9: Survey Distribution 189
14. Chapter 10: Data Analytics Tools and Descriptive Statistics 215
15. Chapter 11: Data Analysis — Hypothesis Testing 247
16. Chapter 12: Data Analysis: Inferential Statistics 265
17. Chapter 13: Communicating Results: Reporting Tools and Data Visualization 279
18. Appendix: Answers to Odd-Numbered Questions 315
19. Index 325