COVER -- CONTENTS -- INTRODUCING MARKETING RESEARCH -- ASSESSING INFORMATION NEEDS -- SCIENTIFIC METHOD -- MARKETING RESEARCH PROCESS -- RESEARCH DESIGN -- ATTITUDE MEASUREMENT AND SCALING -- SAMPLING TECHNIQUES, DESIGNS AND DECISIONS -- PROCESS OF DATA COLLECTION -- SURVEY METHODS AND ADMINISTRATION -- DATA PROCESSING -- DATA ANALYSIS -- TESTING OF HYPOTHESES -- INTERPRETATION, REPORT WRITING AND PRESENTATION -- APPLICATION OF MARKETING, RESEARCH - PART ONE -- APPLICATION OF MARKETING RESEARCH - PART TWO -- SKILL DEVELOPMENT.