Role of marketing research -- Gathering marketing intelligence -- Process of marketing research -- Problem formulation -- Types of research design and exploratory research -- Descriptive and causal research designs -- Secondary data -- Standardized marketing information services -- Collecting primary data -- Collecting information by communication -- Collection information by observation -- designing the questionnaire or observation form -- Measurement basics -- Measuring attitudes, perceptions, and preferences -- Sampling basics, nonprobability, and simple random samples -- Stratified and cluster sampling -- Sampling size -- Collecting the data: nonsampling errors and response rate calculation -- Data analysis: preliminary steps -- Data analysis: analyzing individual variables and basics of hypothesis testing -- Data analysis: analyzing multiple variables simultaneously -- The research report

1. Marketing research