Basic Marketing Research

<ul> <li>Part 1: Introduction and Early Phases of Marketing Research </li> <li>Chapter 1 Introduction to Marketing Research </li> <li>Chapter 2 Defining the Marketing Research Problem and Developing an Approach </li> <li>Part 2: Research Design Formulation </li> <li>Chapter 3 Research Design </li> <li>Chapter 4 Exploratory Research Design: Secondary Data </li> <li>Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data </li> <li>Chapter 6 Exploratory Research Design: Qualitative Research </li> <li>Chapter 7 Descriptive Research Design: Survey and Observation </li> <li>Chapter 8 Causal Research Design: Experimentation </li> <li>Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling </li> <li>Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques </li> <li>Chapter 11 Questionnaire and Form Design </li> <li>Chapter 12 Sampling: Design and Procedures </li> <li>Chapter 13 Sampling: Final and Initial Sample-Size Determination </li> <li>Part 3: Data Collection, Analysis, and Reporting </li> <li>Chapter 14 Fieldwork: Data Collection </li> <li>Chapter 15 Data Preparation and Analysis Strategy </li> <li>Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation </li> <li>Chapter 17 Data Analysis: Hypothesis Testing Related to Differences </li> <li>Chapter 18 Data Analysis: Correlation and Regression </li> <li>Chapter 19 Report Preparation and Presentation&nbsp; </li> </ul>