Introduction: Role of marketing research ; Global information systems and the Internet ; Marketing research process: an overview ; Human side of marketing research: organizational and ethical issues -- Designing research studies: Exploratory research and qualitative analysis ; Secondary data research in a digital age ; Survey research ; Observation ; Experimental research -- Measurement: Measurement and attitude scaling ; Questionnaire design -- Sampling and statistical theory: Sampling designs and sampling procedures -- Determination of sample size: a review of statistical theory -- Analysis and reporting: Basic data analysis ; Differences between groups and relationships among variables ; Communicating research results: research report, oral presentation, and research follow-up -- Case 1: Sunbelt Energy Corporation -- Case 2: Employees Federal Credit Union

1. Marketing research