Part 1: Marketing research, the research process, and problem definition -- Marketing research: a pervasve activity -- Alternative approaches to marketing intelligence - The research process and problem formulation -- Part 2: Determine research design -- Research design -- Causal designs -- Part 3: Design data-collection method and forms -- Data collection : secondary data -- Data collection : primary data -- Data-collection forms -- attitude measurement -- Part 4: Sample design and data collection -- Sampling procedures -- Sample size -- Collecting the data: field procedures and nonsampling errors -- Part 5: Analysis and interpretation of data -- Data analysis : preliminary steps -- Data analysis : basic questions -- Data analysis : examination of diferences -- Data analysis : investigation of association -- Multivariate data analysis : discriminant analysis, factor analysis, cluster analysis, and multidimensional scaling -- Part 6: The research report

1. Marketing research