Part 1: The role and value of marketing research information -- Marketing research for managerial decision making -- The marketing research process and proposals -- Part 2: Designing the marketing research project -- Secondary data, literature reviews, and hypotheses -- Exploratory and observational research designs and data collection approaches -- Descriptive and causal research designs -- Part 3: Gathering and collecing accurate data -- Sampling : theory and methods -- Measurement and scaling -- Designing the questionnaire -- Part 4: Data preparation, analysis, and reporting the results -- Qualitative data analysis -- Preparing data for quantitative analysis -- Basic data analysis for quantitative research -- Examining relationships in quantitative research -- Communicating marketing research findings

1. Marketing research