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• Table of Contents

Table of Contents

PART ONE: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION.
1. Role of Marketing Research.
2. Gathering Marketing Intelligence: The Systems Approach.
3. Gathering Marketing Intelligence: The Project Approach.
4. Problem Formation.
PART TWO: RESEARCH DESIGN.
5. Types of Research Design and Exploratory Research.
6. Descriptive and Causal Research Designs.
PART THREE: DATA-COLLECTION METHODS.
7. Secondary Data.
8. Standardized Marketing Information Services.
9. Collecting Primary Data.
10. Collecting Information by Communication.
11. Collecting Information by Observation.
PART FOUR: DATA COLLECTION FORMS.
12. Designing the Questionnaire or Observation Form.
13. Measurement Basics.
14. Measuring Attitudes, Perceptions, and Preferences.
PART FIVE: SAMPLING AND DATA COLLECTION.
15. Sampling Basics and Methods.
16. Sample Size.
17. Collecting the Data: Nonsampling Errors and Response Rate Calculation.
PART SIX: DATA ANALYSIS.
18. Data Analysis: Preliminary Steps.
19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing.
20. Data Analysis: Analyzing Multiple Variables Simultaneously.
PART SEVEN: RESEARCH REPORTS.
21. The Written Research Report
22. The Oral Research Report.