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Part I: Techniques of Market Research.Desk Research.Qualitative Research and Motivation Research.Experimental Designs and Models.Sampling.Questionnaire Design.Interviewing and Field Control.Trade Research.Panel Research.Omnibus Surveys.Telephone, Mail and Other Techniques.Editing, Coding and Processing of Market Research Data.Statistics and Significance Testing.Multivariate Analysis of Market Research Data.Part II: Use of Consumer Market Research.Segmenting and Constructing Markets.Research for New Product Development.Advertising Research.Packaging Research.Research on `Below the Line' Expenditure.Market Testing and Experimentation.Market Modeling.Corporate Image Research.Market Research in the Financial Field.International Market Research.Print Media Research.Television Media Research.Radio, Outdoor and Cinema Research.