Marketing Research

Tittle
Contents
Part 1 The Role and Value of Marketing Research
	1 Marketing Research and Managerial Decision Making
		MARKETING RESEARCH AND DECISION MAKING: SAAB CARS USA
		Value of Marketing Research Information
		Relationship Marketing and the Marketing Research Process
		Relationship Marketing and Customer Relationship Management
		Marketing Planning and Decision Making
		Marketing Situation Analysis
			Market Analysis
			Market Segmentation
			Competitive Analysis
		Marketing Strategy Design
			Target Marketing
			Positioning
			New-Product Planning
		Marketing Program Development
			Product Portfolio Analysis
			Distribution Decisions
			Pricing Decisions
			Integrated Marketing Communications
		Marketing Program Implementation and Control
			Marketing Program Control
			Information Analysis
		The Marketing Research Industry
			Types of Marketing Research Firms
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: YAHOO! AND AC NIELSEN: A MARKETING RESEARCH MARRIAGE THROUGH TECHNOLOGY
			Changing Skills for a Changing Industry
		Ethics in Marketing Research Practices
			Unethical Activities by the Client/Research User
			Unethical Activities by the Research Provider or Research Company
			Unethical Activities by the Respondent
			Marketing Research Codes of Ethics
		Emerging Trends and Organization of This Book
			Continuing Case: The Santa Fe Grill Mexican Restaurant
		MARKETING RESEARCH IN ACTION: CONTINUING CASE: THE SANTA FE GRILL
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
		Appendix 1.A: Careers in Marketing Research with a Look at Federal Express
	2 Overview of the Research Process and Research Proposals
		SOLVING MARKETING PROBLEMS USING A SYSTEMATIC PROCESS
		Value of the Research Process
		Changing View of the Marketing Research Process
			Determining the Need for Information Research
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: MANAGEMENT DECISION MAKERS AND MARKETING RESEARCHERS
		Overview of the Research Process
			Transforming Data into Knowledge
			Interrelatedness of the Steps and the Research Process
		Phase I: Determine the Research Problem
			Step 1: Identify and Clarify Information Needs
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: “CAN I GET A NEW COKE PLEASE?”
			Step 2: Define the Research Problem and Questions
		A CLOSER LOOK AT RESEARCH—SMALL BUSINESS IMPLICATIONS: FORD FOUNDATION
			Step 3: Specify Research Objectives and Confirm the Information Value
		Phase II: Select the Research Design
			Step 4: Determine the Research Design and Data Sources
			Step 5: Develop the Sampling Plan and Sample Size
			Step 6: Examine Measurement Issues and Scales
			Step 7: Design and Pretest the Questionnaire
		Phase III: Execute the Research Design
			Step 8: Collect and Prepare Data
			Step 9: Analyze Data
			Step 10: Interpret Data to Create Knowledge
		Phase IV: Communicate the Research Results
			Step 11: Prepare and Present the Final Report
		Develop a Research Proposal
		MARKETING RESEARCH IN ACTION: WHAT DOES A RESEARCH PROPOSAL LOOK LIKE? EXCELSIOR HOTEL PREFERRED GUEST CARD RESEARCH PROPOSAL
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	3. Information-Driven Technology and the Research Process
		GOOGLE FOR KNOWLEDGE
		Value of New Technology in Marketing Research Practices
		Technology and the Marketing Research Process
			Research Problems, Objectives, and Technological Approaches
			Portals as Problem Detectors and Opportunity Assessors
		Influence of Technology on Research Designs and Data Sources
			Benefits of Transactional and Analytical Customer Data
			Technology and Data Enhancement: Biometrics and Smartcards
		Technology and Primary Data Collection
			Nontraditional Technology–Driven Data Collection Methods
			Social Networking as a Marketing Research Tool
			Social Networks and Focus Group Interviews
		A CLOSER LOOK AT RESEARCH—USING TECHNOLOGY: ONLINE OPTIONS FOR FOCUS GROUP RESEARCH
		Technology-Driven Data Analysis in Marketing Research
		Disseminating Marketing Research Results through Research Portals
		MARKETING RESEARCH IN ACTION: CONTINUING CASE: THE SANTA FE GRILL AND TECHNOLOGY
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	4. Market Intelligence and Database Research
		CONSUMER DATABASES ENHANCE CUSTOMER RETENTION
		Value of Market Intelligence and Database Information
		Databases and Market Intelligence
		Transforming Marketing Research into Market Intelligence
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: MARKETING INTELLIGENCE IN THE FINANCIAL SERVICES INDUSTRY
			Strategic Use of Customer Information
			Information Based on a Transactional Focus
			Companywide Approach to Using Database Information
			Technology Support of Market Intelligence
		Marketing Databases
			Purposes of a Customer Database
		Marketing Research and Data Enhancement
			Effective Development of Enhanced Databases
		Dynamics of Database Development
			Rules of Thumb in Database Development
		Database Technology
		Data Warehousing
			Marketing-Related Data and Data Warehousing
		Data Mining: Transforming Data into Knowledge
			The Data Mining Process
		Database Modeling
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: DATABASE AMERICA INTRODUCES SALESLEADSTM—FIRST WEB-BASED LEAD-GENERATING SERVICE FOR CONSUMERS AND SMALL BUSINESSES
			Scoring Models
			Lifetime Value Models
		MARKETING RESEARCH IN ACTION: THE FUNCTION OF DATABASES WITHIN THE FINANCIAL SERVICES INDUSTRY: LEADING WITH DATA
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
Part  2 Designing Marketing Research Projects
	5. Secondary Research: Designs, Searches, and Sources
		SECONDARY RESEARCH GOES GLOBAL
		Value of Secondary Research
		Nature and Scope of Secondary Research
		Role of Secondary Data in Marketing Research
			Secondary Data and Customer Relationship Management
			Secondary Data and the Marketing Research Process
		Secondary Research Designs
			Literature Reviews
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: GOOGLE AND EBAY FORM NEW “CLICK-TO-CALL” ALLIANCE
			Electronic Searches: Popular Sources
			Scholarly Research
		Online Electronic Searches for Secondary Data
		Advantages and Limitations of Using Secondary Data
			Advantages of Secondary Data
			Limitations of Secondary Data
		Internal and External Sources of Secondary Data
			Internal Secondary Data Sources
			External Secondary Data Sources
			North American Industry Classification System (NAICS)
			Government Documents
			Secondary Sources of Business Information
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: SECONDARY DATA AND THE MARKET INTELLIGENCE PROCESS: PLACING A VALUE ON CUSTOMER INFORMATION
			Continuing Case: Using Secondary Data for the Santa Fe Grill
		Syndicated Sources of Secondary Data
			Characteristics of Syndicated Data Sources
			Consumer Panels
			Store Audits
		The Internet as a Growing Source of Secondary Data
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: CUSTOMIZED DATA
		MARKETING RESEARCH IN ACTION: CONTINUING CASE: SANTA FE GRILL CONSIDERING EXPANSION
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	6 Exploratory Research Using Qualitative and Observation Methods
		CULTURE CODES BRING INSIGHTS TO CHRYSLER’S JEEP
		Value of Exploratory Research
		Observation and Questioning as Methods of Collecting Primary Data
		Overview of Qualitative and Quantitative Research Methods
			Quantitative Research Methods
			Qualitative Research Methods
			When to Use Qualitative Research Methods in Exploratory Designs
			Advantages and Disadvantages of Qualitative Research Methods
		Questioning Techniques in Qualitative Research
			In-Depth Interviews
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: INSIGHTS INTO BUSINESS CUSTOMERS’ HOTEL NEEDS AND WANTS
			Focus Group Interviews
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: DIMENSIONS OF SERVICE QUALITY
			Conducting Focus Group Interviews
		A CLOSER LOOK AT RESEARCH—SMALL BUSINESS IMPLICATIONS: MODERATOR’S GUIDE FOR VAIL PERFORMING ARTS PROGRAM FOCUS GROUP INTERVIEW SESSIONS
			Impact of New Technologies on Focus Group Research
		GLOBAL INSIGHTS: UNDERSTANDING FOCUS GROUP RESEARCH ABROAD
			Other Qualitative Research Methods
		GLOBAL INSIGHTS: CUSTOM DOORS, INC., ENTERS THE JAPANESE COMMERCIAL MARKET
			Continuing Case: Santa Fe Grill Mexican Restaurant
		Overview of Observation Methods
			Appropriate Conditions for Using Observation Techniques
			Unique Characteristics of Observation Techniques
			Selecting the Appropriate Observation Method
			Benefits and Limitations of Observation Methods
		ETHICS: MINIMIZING BIAS IN RESEARCH DESIGNS: SUBJECTS’ UNAWARENESS CAN RAISE MANY QUESTIONS
		MARKETING RESEARCH IN ACTION: CONTENT ANALYSIS: THE FUTURE OF FOR-PROFIT HIGHER EDUCATION
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	7. Analyzing and Reporting Qualitative Research
		WIRELESS COMMUNICATION’S IMPACT ON SOCIAL BEHAVIOR
		Nature of Qualitative Data Analysis
		Qualitative versus Quantitative Analysis
		The Process of Analyzing Qualitative Data
			Managing the Data Collection Effort
			Step 1: Data Reduction
			Step 2: Data Display
			Step 3: Conclusion Drawing/ Verification
		Writing the Report
			Introduction
			Analysis of the Data/Findings
			Conclusions and Recommendations: Marketing Implications
			Continuing Case: Using Qualitative Research for the Santa Fe Grill
		MARKETING RESEARCH IN ACTION: ANALYZING QUALITATIVE DATA: HOTEL TRAVELERS’ CHEERS AND JEERS AT THEIR EXPERIENCES
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	8 Descriptive Research Designs Using Surveys
		MALES LIKE MALL SHOPPING: INSIGHTS TO THEIR SHOPPING INTERESTS
		Value of Descriptive Survey Research Designs
		Descriptive Designs and Surveys in Quantitative Research
		Overview of Constructs, Variables, and Relationships
		Overview of Survey Research Methods
			Advantages of Survey Methods
			Disadvantages of Survey Methods
		Types of Errors in Survey Research
			Sampling Error
			Nonsampling Errors
		Types of Survey Methods
			Person-Administered Surveys
			Telephone-Administered Surveys
		ETHICS—USING TECHNOLOGY: SUGGING IS A FEDERAL OFFENSE
			Self-Administered Surveys
			Online Survey Methods
		A CLOSER LOOK AT RESEARCH—USING TECHNOLOGY: VIRTUAL REALITY IN MARKETING RESEARCH
		Selecting the Appropriate Survey Method
			Situational Characteristics
			Task Characteristics
			Respondent Characteristics
		MARKETING RESEARCH IN ACTION: CONTINUING CASE: SANTA FE GRILL MEXICAN RESTAURANT: DEVELOPING RESEARCH QUESTIONS, FORMING HYPOTHESES, AND SELECTING A SURVEY METHOD
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	9 Causal Research Designs and Test Markets
		TEST MARKETING TO GAUGE NEW-PRODUCT ACCEPTANCE: LEE APPAREL COMPANY
		Value of Experimentation and Test Marketing
		Overview of Causal Research Designs
		The Nature of Experimentation
		A CLOSER LOOK AT RESEARCH—USING TECHNOLOGY: BEHAVIORSCAN: A DEVICE USED FOR TESTING NEW PRODUCTS AND MARKETING PROGRAMS
		How Variables Are Used in Experimental Designs
		The Role of Theory in Experimental Designs
		Laboratory and Field Experiments
		Validity and Reliability Concerns with Experimental Designs
			Internal Validity
			External Validity
			Construct Validity
			Reliability of Experimental Research Designs
			Improving the Internal and External Validity of Experimental Designs
		Types of Experimental Research Designs
			Pre-experimental Designs
			True Experimental Designs
			Quasi-experimental Designs
		Field Experiments
			Factorial Designs
			Latin Square Designs
			Considerations in Using Field Experiments
			Validity Concerns
		Test Marketing
			Traditional Test Markets
			Controlled Test Markets
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: GOOD TEST MARKET RESULTS DO NOT GUARANTEE NEW-PRODUCT SUCCESS: COORS GIVES THE COLD SHOULDER TO WINE COOLERS
			Electronic Test Markets
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: STARBUCKS HAS UPSCALE CONCEPT PERCOLATING
			Simulated Test Markets
			Web-Based TV Test Markets
			Virtual Test Markets
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: GOODYEAR STEPS OUT OF ITS OWN STORES
			Other Issues in Test Marketing
		MARKETING RESEARCH IN ACTION: RIDERS FITS NEW DATABASE INTO BRAND LAUNCH: THE INITIAL LAUNCH
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
Part 3  Designing and Conducting Surveys
	10 Sampling: Theories, Designs, and Plans
		TECHNOLOGY AND SAMPLING PROCEDURES—CAN THE TWO EVER CO-EXIST?
		The Value of Sampling Methods in Marketing Research
		Types of Probability Sampling Designs
			Simple Random Sampling
			Systematic Random Sampling
			Stratified Random Sampling
			Cluster Sampling
		ETHICS—SAMPLING METHODS: U.S. CENSUS BUREAU MISLEADS CONGRESS
		Types of Nonprobability Sampling Designs
			Convenience Sampling
			Judgment Sampling
			Quota Sampling
			Snowball Sampling
		Determining the Appropriate Sampling Design
			Research Objectives
			Degree of Accuracy
			Resources
			Time Frame
			Knowledge of the Target Population
			Scope of the Research
		A CLOSER LOOK AT RESEARCH—USING TECHNOLOGY: THE INTERNET PROVIDES VALUABLE INTELLIGENCE INFORMATION
			Statistical Analysis
		Steps in Developing a Sampling Plan
			Step 1: Define the Target Population
			Step 2: Select the Data Collection Method
			Step 3: Identify the Sampling Frame(s) Needed
			Step 4: Select the Appropriate Sampling Method
			Step 5: Determine Necessary Sample Sizes and Overall Contact Rates
			Step 6: Create an Operating Plan for Selecting Sampling Units
			Step 7: Execute the Operational Plan
		MARKETING RESEARCH IN ACTION: CONTINUING CASE: SANTA FE GRILL: DEVELOPING A SAMPLING PLAN FOR A NEW MENU INITIATIVE SURVEY
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	11 Overview of Measurement: Construct Development and Scaling
		SANTA FE GRILL MEXICAN RESTAURANT: PREDICTING CUSTOMER LOYALTY
		Value of Measurement in Information Research
		Overview of the Measurement Process
			Construct Development
			Abstractness of the Construct
			Determining Dimensionality of the Construct
			Assessing Construct Validity
			Construct Operationalization
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: PROBLEM IN CONSTRUCT DEVELOPMENT
		Basic Concepts of Scale Measurement
			Types of Data Collected in Research Practices
			The Nature of Scale Measurement
			Properties of Scale Measurements
			Basic Levels of Scales
		Developing and Refining Measurement Scales
			Criteria for Scale Development
		A CLOSER LOOK AT RESEARCH—USING TECHNOLOGY: MACRO CONSULTING, INC.
		MARKETING RESEARCH IN ACTION: PART 1: WHAT YOU CAN LEARN FROM A CUSTOMER LOYALTY INDEX
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	12 Advanced Measurement Designs for Survey Research
		ATTITUDE AND IMAGE MEASUREMENTS IN MARKETING RESEARCH
		Value of Attitude Measurement
		Nature of Attitudes and Marketplace Behaviors
			Components of Attitudes
		Measuring Attitudes and Behaviors
			Likert Scale
			Semantic Differential Scale
			Behavior Intention Scale
			Strengths and Weaknesses of Attitude and Behavior Intention Scales
			Other Types of Comparative and Noncompar-ative Scales
		A CLOSER LOOK AT RESEARCH—SMALL BUSINESS IMPLICATIONS: INSTANT ON-SITE CUSTOMER SATISFACTION FEEDBACK
			Comments on Single-Item and Multiple-Item Scales
			Measurement Design Issues
		MARKETING RESEARCH IN ACTION: PART 2: SCALE MEASUREMENTS USED IN CREATING A CUSTOMER LOYALTY INDEX
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
		Appendix 12.A: Trilogy and Affect Global Approaches
	13 Questionnaire Design: Concepts and Issues
		CAN SURVEYS BE USED TO DEVELOP UNIVERSITY RESIDENCE LIFE PLANS?
		Value of Questionnaires in Marketing Research
		Questionnaire Design
			Theoretical Components of a Questionnaire
			Description versus Prediction
		A CLOSER LOOK AT RESEARCH—USING TECHNOLOGY: COMPUTERIZED QUESTIONNAIRES
			Accuracy versus Precision
			Value of a Good Survey Instrument
		Flowerpot Approach to Questionnaire Design
			Impact of the Flowerpot Approach on Questionnaire Development
			Developing a Flowerpot-Designed Questionnaire
		Developing Cover Letters
			The Role of a Cover Letter
			Guidelines for Developing Cover Letters
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: COVER LETTER
		ETHICS: TELEPHONE SURVEY GOES SOUR
		Other Documents Associated with Survey Instrument Designs
			Supervisor Instructions
			Interviewer Instructions
			Screening Forms
			Quota Sheets
			Rating Cards
			Call Record Sheets
		MARKETING RESEARCH IN ACTION: CONTINUING CASE: DESIGNING A QUESTIONNAIRE TO ASSESS THE DINING HABITS AND PATTERNS OF THE SANTA FE GRILL’S CUSTOMERS
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
Part 4  Data Preparation, Analysis, and Reporting Results
	14  Preparing Survey Data for Analysis
		WAL-MART AND SCANNER TECHNOLOGY
		Value of Preparing Data for Analysis
		Data Validation
		Editing and Coding
			Asking the Proper Questions
			Accurate Recording of Answers
			Correct Screening Questions
			Responses to Open-Ended Questions
		The Coding Process
		Data Entry
		Error Detection
		Data Tabulation
		A CLOSER LOOK AT RESEARCH—IN THE FIELD: DATA COLLECTION SHOULD NOT BE MANUAL LABOR
			One-Way Tabulation
			Descriptive Statistics
			Graphical Illustration of Data
		MARKETING RESEARCH IN ACTION: EXAMINING DATA: DELI DEPOT
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	15 Data Analysis: Testing for Significant Differences
		STATISTICAL SOFTWARE MAKES DATA ANALYSIS EASY
		Value of Testing for Differences in Data
		Analyzing the Santa Fe Grill Database
			Analyzing Groups
			Select Cases Analysis
		Measures of Central Tendency
			Mean
			Mode
			Median
			SPSS Applications—Measures of Central Tendency
		Measures of Dispersion
			Range
			Standard Deviation
			SPSS Applications—Measures of Dispersion
		Analyzing Relationships in Sample Data
			Sample Statistics and Population Parameters
			Univariate Statistical Tests
			SPSS Application—Univariate Hypothesis Test
			Bivariate Statistical Tests
			Comparing Means: Independent versus Related Samples
			Using the t-Test to Compare Two Means
			SPSS Application—Independent Samples t-Test
			SPSS Application—Paired Samples t-Test
			Analysis of Variance (ANOVA)
		Perceptual Mapping
			Perceptual Mapping Applications in Marketing Research
			Continuing Case: The Santa Fe Grill
		MARKETING RESEARCH IN ACTION: EXAMINING RESTAURANT IMAGE POSITIONS: REMINGTON’S STEAK HOUSE
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	16 Data Analysis: Testing for Associations
		DATA MINING HELPS REBUILD PROCTER & GAMBLE AS A GLOBAL POWERHOUSE
		Examining Relationships between Variables
			Covariation and Variable Relationships
		Correlation Analysis
			Pearson Correlation Coefficient Assumptions
			SPSS Application—Pearson Correlation
			Substantive Significance of the Correlation Coefficient
			Influence of Measurement Scales on Correlation Analysis
			SPSS Application—Spearman Rank Order Correlation
			SPSS Application—Calculating Median Rankings
		Regression Analysis
			Fundamentals of Regression Analysis
			Developing and Estimating the Regression Coefficients
			SPSS Application—Bivariate Regression
			Significance
		Multiple Regression Analysis
			Statistical Significance
			Substantive Significance
			SPSS Application—Multiple Regression
		Multicollinearity and Multiple Regression Analysis
			SPSS Application—Multicollinearity
		Dummy Variables and Multiple Regression
			SPSS Application—Use of Dummy Variables in Regression
		MARKETING RESEARCH IN ACTION: CUSTOMER SATISFACTION SURVEY: THE ROLE OF EMPLOYEES IN DEVELOPING A CUSTOMER SATISFACTION PROGRAM
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
		Appendix 16.A: Formulas for Calculating Correlation and Regression Issues
		Appendix 16.B: Examining Residuals
	17 Overview of Multivariate Analysis Methods
		MULTIVARIATE METHODS IMPACT OUR LIVES EVERY DAY
		Value of Multivariate Techniques in Data Analysis
		A CLOSER LOOK AT RESEARCH—SMALL BUSINESS IMPLICATIONS: XLSTAT
		Classification of Multivariate Methods
			Dependence and Interdependence Methods
			Influence of Measurement Scales
		GLOBAL INSIGHTS: ANALYSIS FROM GLOBAL RESEARCH MAY YIELD INTERESTING FINDINGS
		Interdependence Methods
			Factor Analysis
			Cluster Analysis
		Dependence Methods
			Discriminant Analysis
		A CLOSER LOOK AT RESEARCH—USING TECHNOLOGY: DISCRIMINANT ANALYSIS—SPSS
			Conjoint Analysis
		MARKETING RESEARCH IN ACTION: CLUSTER AND DISCRIMINANT ANALYSIS: DVD RECORDERS REMAIN POPULAR
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
	18 Preparing and Presenting Marketing Research Reports
		IT TAKES MORE THAN NUMBERS TO COMMUNICATE
		Value of Preparing the Marketing Research Report
		Marketing Research Reports
		Format of the Marketing Research Report
			Title Page
			Table of Contents
			Executive Summary
			Introduction
			Research Methods and Procedures
			Data Analysis and Findings
			Conclusions and Recommendations
			Limitations
			Appendices
		Problems in Preparing the Marketing Research Report
		The Critical Nature of Presentations
			Guidelines for Preparing the Visual Presentation
		MARKETING RESEARCH IN ACTION: REPORTING RESEARCH FINDINGS: WRITING THE MARKETING RESEARCH REPORT FOR A FOCUS GROUP INTERVIEW
		Summary of Learning Objectives
		Key Terms and Concepts
		Review Questions
		Discussion Questions
Glossary
Endnotes
Name Index
Subject Index