Introduction To Marketing Research And Problem Definition | |
Role of Marketing Research | |
Gathering Marketing Intelligence: The Systems Approach | |
Gathering Marketing Intelligence: The Project Approach | |
Problem Formulation | |
Research Design | |
Types of Research Design and Exploratory Research | |
Descriptive and Causal Research Designs | |
Data Collection Methods | |
Secondary Data | |
Standardized Marketing Information Services | |
Collecting Primary Data | |
Collecting Information by Communication | |
Collecting Information by Observation | |
Data Collection Forms | |
Asking Good Questions: Measurement Basics | |
Measuring Attitudes and Other Variables | |
Designing the Questionnaire or Observation Form | |
Sampling and Data Collection | |
Developing the Sampling Plan | |
Determining Sample Size | |
Collecting the Data: Nonsampling Errors and Response Rate Calculation | |
Data Analysis | |
Data Analysis: Preliminary Steps | |
Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing | |
Data Analysis: Analyzing Multiple Variables Simultaneously | |
Research Reports | |
The Research Report | |
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