Part 1 : The nature and scope of marketing research: A decision-making perspective on marketing research -- Marketing research in practice -- The marketing research process -- Research design and implementation -- Part 2 : Data collection: Secondary and exploratory research -- Secondary sources of marketing data -- Standardized sources of marketing data -- Marketing research on the internet -- Information collection -- Descriptive research -- Information from respondents -- Information from respondents -- Attitude measurement -- Designing the questionnaire -- Causal research -- Sampling -- Sampling fundamentals -- Sample size and statistical theory -- Part 3 : Data analysis: Fundamentals of data analysis -- Hypothesis testing -- Part 4 : Special topics in data analysis: Correlation analysis and regression analysis -- Discriminant and canonical analysis -- Factor and cluster analysis -- Multidimensional scaling and conjoint analysis -- Presenting the results -- Part 5 : Applications: Traditional applications of marketing research -- Contemporary applications of marketing research -- Emerging applications of marketing research

1. Marketing research