Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process and Defining the Problem and Research Objectives

Research Design

Secondary Data and Packaged Information

Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, Developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing with Field Work and Data Quality Issues

Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

The Research Report

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Table of Contents