1 Marketing research and the mission-centred organization: Introduction; The benefits of conducting marketing research; Marketing myths; Defining marketing and marketing research; Relationship between data, information and knowledge; Ethical and cultural considerations when conducting research; References; 2 The marketing research process: Introduction; The marketing research process; References; 3 Marketing research and cultural differences: Introduction; Defining culture; Translation issues when researching across cultural boundaries; Hofstede''s dimensions of culture; Ethical issues that need to be considered; References; 4 The research question: Introduction; The research question; Internal research process; The research proposal; The research industry; References; 5 Conducting secondary research: Introduction; Using secondary data at the start of the research process; Requirements of secondary data; Uses of secondary research; Sources of information; Secondary marketing research process; References; 6 Finding participants: Introduction; Qualitative and quantitative sampling; Qualitative sampling procedures; Statistical sampling; References; 7 Conducting focus groups: Introduction; Focus group methodology; Preparation of focus group methodology; Choosing a moderator; Handling group conflict; References; 8 Interviews: Introduction; Uses and rationale of interview research; Types of interviews; Preparing interview questions; Recruiting and screening participants for interviews; Interview logistics; References; 9 Projective and observational research; Introduction; Projective techniques; Types of projective techniques; Observational research; Observation research process; References; 10 Planning survey research: Introduction; Survey research; The survey research process; Writing questions and answers; Questionnaire layout; References; 11 Conducting surveys; Introduction; Survey research methods; Self-administered survey methods; Researcher-administered survey methods; Surveying process; Motivating participation; References; 12 Analysing qualitative and quantitative data: Introduction; Unique aspects of analysing data; Organizing qualitative data; Coding transcribed material; The process of quantitative data analysis; Hypothesis testing; References; 13 Written report and presentation: Introduction; After the research; Structure of the written report; Writing the report; Oral presentation; References; Index.keting research process; References; 6 Finding participants: Introduction; Qualitative and quantitative sampling; Qualitative sampling procedures; Statistical sampling; References; 7 Conducting focus groups: Introduction; Focus group methodology; Preparation of focus group methodology; Choosing a moderator; Handling group conflict; References; 8 Interviews: Introduction; Uses and rationale of interview research; Types of interviews; Preparing interview questions; Recruiting and screening participants for interviews; Interview logistics; References; 9 Projective and observational research; Introduction; Projective techniques; Types of projective techniques; Observational research; Observation research process; References; 10 Planning survey research: Introduction; Survey research; The survey research process; Writing questions and answers; Questionnaire layout; References; 11 Conducting surveys; Introduction; Survey research methods; Self-administered survey methods; Researcher-administered survey methods; Surveying process; Motivating participation; References; 12 Analysing qualitative and quantitative data: Introduction; Unique aspects of analysing data; Organizing qualitative data; Coding transcribed material; The process of quantitative data analysis; Hypothesis testing; References; 13 Written report and presentation: Introduction; After the research; Structure of the written report; Writing the report; Oral presentation; References; Index.esearcher-administered survey methods; Surveying process; Motivating participation; References; 12 Analysing qualitative and quantitative data: Introduction; Unique aspects of analysing data; Organizing qualitative data; Coding transcribed material; The process of quantitative data analysis; Hypothesis testing; References; 13 Written report and presentation: Introduction; After the research; Structure of the written report; Writing the report; Oral presentation; References; Index.