An Introduction to Marketing Research | |
The Marketing Research Process | |
The Marketing Research Industry | |
Defining the Problem and Determining Research Objectives | |
Research Design | |
Secondary Data and Online Information Databases | |
Standardized Information Sources | |
Observation, Focus Groups, and Other Qualitative Methods | |
Survey Data Collection Methods | |
Measurement in Marketing Research | |
Questionnaire Design | |
Determining the Sample Plan | |
Determining the Size of a Sample | |
Data Collection in the Field, Nonresponse Error, and Questionnaire Screening | |
Basic Data Analysis: Descriptive Statistics | |
Generalizing a Sample's Findings to Its Population and Testing Hypotheses about Percents and Means | |
Testing for Differences Between Two Groups or Among More Than Two Groups | |
Determining and Interpreting Associations Among Variables | |
Predictive Analysis in Marketing Research | |
Preparing and Presenting the Research Report | |
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