The nature of marketing research -- Planning for marketing research and the research process -- Research design -- Secondary data and sources -- Information from respondents -- Online marketing research -- Qualitative research and observation -- Experimentation -- General concepts of measurement...

In this article, the insertion of a two-staged highly interesting question in an online, survey-based field experiment is shown to produce better survey completion rate (i.e., decreases completion refusal by 8%) and sample representativeness (increases the number of moderate answer patterns by...