영문목차
Contents
Preface ix
1 Marketing research and the mission-centred organization 1
2 The marketing research process 21
3 Marketing research and cultural differnces 43
4 The research question 63
5 Conducting secondary research 83
6 Finding participants 103
7 Conducting focus groups 125
8 Interviews 147
9 Projective and observational research 169
10 Planning survey research 191
11 Conducting surveys 211
12 Analysign qualitative and quantitative data 231
13 Written report and presentation 251
Index 273