Introduction to marketing research -- Defining the marketing research problem and developing an approach -- Research design -- Exploratory research design: Secondary data -- Exploratory research design: Syndicated sources of secondary data -- Exploratory research design: Qualitative research -- Descriptive research design: Experimentation -- Measurement and scaling: Fundamentals and comparative scaling -- Measurement and scaling: Noncomparative scaling techniques -- Questionnaire and form design -- Sampling: Design and procedures -- Sampling: Final and intial sample size determination -- Field work: data collection -- Data preparation and analysis strategy -- Data analysis: Frequency distribution, hypothesis testing, and cross-tabulation -- Data analysis: hypothesis testing related to differences -- Data analysis: Correlation and regression -- Report preparation and presentation

1. Marketing research