The nature of marketing research -- The industry: structure, evaluation, and ethics -- The marketing research process -- Defining the problem and determining research objectives -- Research design -- Secondary data sources -- Syndicated services -- Observation, focus groups, and other qualitative methods -- Survey data collection methods -- Measurement in marketing research -- Designing data collection forms -- Determining the sample plan -- Determining the size of a sample -- Data collection in the field, nonresponse error, and questionnaire screening -- Basic data analysis : descriptive statistics -- Inferring sample findings to the population and testing for differences -- Determining and interpreting associations between two variables -- Predictive anlysis in marketing research -- Presenting the research results

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