Foreword by the Chairman of The Market Research Society (MRS)About MRSPrefacePublisher s acknowledgementsChapter 1 The role of marketing research and customer informationin decision makingChapter 2 The marketing research processChapter 3 Secondary data and customer databasesChapter 4 Collecting observation dataChapter 5 Collecting and analysing qualitative dataChapter 6 Collecting quantitative dataChapter 7 Designing questionnairesChapter 8 Sampling methodsChapter 9 Analysing quantitative dataChapter 10 Presenting the research results Marketing research in action: case histories Case 1: Sony Ericsson -- understanding the mobile phone marketCase 2: AIR MILES -- researching advertising effectivenessCase 3: The Metro newspaper media research -- understanding the readersCase 4: Birmingham airport -- researching customer satisfactionCase 5: Age Concern -- researching policy issuesCase 6: English rugby -- researching participationCase 7: Glasgow Underground -- researching customer characteristicsCase 8: Allied Domecq -- researching lifestylesCase 9: Dove -- researching beauty for a communications campaignCase 10: Carlsberg-Tetley -- communicating research to the board Current issues in marketing research Issue 1: Marketing research versus customer insightIssue 2: Merging marketing research with customer databasesIssue 3: Declining response ratesIssue 4: Challenges of business-to-business researchIssue 5: Difficulties in achieving representative samplesIssue 6: Researching difficult minority groupsIssue 7: Multi-mode interviewingIssue 8: Using technology to collect dataIssue 9: Clients going direct to respondentsIssue 10: International researchAppendix 1 Statistical tablesAppendix 2 QuickStart Guide to SnapGlossaryIndex