Role and development of market research -- The market research process -- Specifying the information needed -- Identifying potential data sources -- Key providers of marketing information -- Market segmentation -- Exploratory research design: secondary data -- Exploratory research design: primary research: observation -- Exploratory research design: primary research: survey research -- Exploratory research design: primary research experimentation -- Questionnaire design -- Qualitative research -- The concept of measurement and attitude scales -- Data collection - fieldwork and quality control -- Data preparation -- Data tabulation and summarisation -- Sampling issues -- Sample size determination -- Communicating the research results - report writing -- Advanced statistics: measuring associations -- International market research -- Market research for services -- Industrial market research -- Ethical issues in market research -- Guidelines for users of market research