The role of marketing research -- Information systems and knowledge management -- The marketing research process -- The human side of marketing research: organizational and ethical issues -- Qualitative research -- Secondary data research in digital age -- Survey research -- Observation -- Conducting marketing experiments -- Measurement and attitude scaling -- Questionnaire design -- Sampling designs and sampling procedures -- Determination of sample size: a review of statistical theory -- Basic data analysis -- Testing for differences between groups and for relationships among variables -- Communicating research results

1. Marketing research