Includes bibliographical references (p. 345-347) and index.

Pt. I. Research and methodologies -- Ch. 1. Defining marketing research, market analysis, and applications -- ch. 2. Primary and secondary research data -- ch. 3. Qualitative research -- ch. 4. Quantitative research -- Pt. II. Market analysis and assessment -- ch. 5. Integrative research -- ch. 6. Analyzing research findings and data -- ch. 7. Location analysis and site evaluation -- ch. 8. The design and components of a feasibility study -- ch. 9. Market assessment for development planning -- ch. 10. Assessing focal points and intuitive techniques -- Pt. III. Marketing research applications -- ch. 11. Marketing research and testing -- ch. 12. Applying research to marketing strategy selection -- ch. 13. Applying research to brand strategy -- ch. 14. Applying research to pricing strategy -- ch. 15. Applying research to customer service and quality initiatives -- Pt. IV. Planning and communications -- ch. 16. Preparing a research-based business review -- ch. 17. The strategic marketing planning process -- ch. 18. Effective presentation and communication of research findings -- Appendix I. Marketing intelligence information sources -- Appendix II. Marketing-related associations -- Appendix III. Top fifty U.S. research firms and web sites -- Appendix IV. Top twenty-five global research organizations and web sites.