The role of marketing research in management decision making
The marketing research industry and research ethics
Problem definition, exploratory research, and the research process
Secondary data and databases
Survey research: the profound impact of the Internet
Primary data collection: observation
Primary data collection: experimentation and test markets
The concept of measurement
Using measurement scales to build marketing effectiveness
Sample size determination
Data processing and fundamental data
Statistical testing of differences and relationships
Bivariate correlation and regression
Multivariate data analysis
Communicating the research results & managing marketing research.
