Marketing research information and technology: Role of marketing research in strategic planning ; Research process ; Problem definition, research objectives, and marketing research ethics ; Strategic information management: secondary data sources ; Technology and the new information age -- Designing the marketing research project: Marketing research and database development ; Marketing decision support systems ; Exploratory designs: in-depth interviews and focus groups ; Descriptive research designs: survey methods and errors ; Causal research: experiments, test markets, and observation methods -- Gathering and collecting accurate data: Sampling: theory, designs, and issues in marketing research ; Overview of measurement: construct development and scale measurement ; Attitude scale measurements used in survey research ; Questionnaire design and issues -- Data preparation and analysis: Coding, editing, and preparing data for analysis ; Data analysis: testing for significant differences ; Data analysis: testing for association ; Data analysis: multivariate techniques for the research process ; Preparing the marketing research report and presentation

1. Marketing research