Introducing Marketing Research
Understanding the Marketing Research Industry
Steps in the Marketing Research Process Including Defining the Problem and Research Objectives
Research Design
Accessing Secondary Data and Online Information Databases
Standardized Information Sources
Standardized Information Sources
Deciding on Your Survey Data Collection Method
Using Measurement Scales in Your Survey
Designing Your Questionnaire
Determining Sample Size and the Sampling Method
Collecting Data and Summarizing What You Found in Your Sample
Generalizing Your Sample Findings to the Population
Comparing to Find Differences in Your Data
Determining Relationships Among Your Variables
Preparing and Presenting the Research Results