Marketing Research: A Concise Introduction

Part 1: Introduction to Uses and Methods of Marketing Research
1. Introduction To Marketing Research
2. Research as a Process
3. Determining The Research Question
4. The Research Proposal
5. Cultural Considerations for Marketing Research
6. Conducting Secondary Research
Part 2: Qualitative Marketing Research
7. Choosing Participants For Qualitative Research
8. Planning and Conducting Focus Groups
9. In-depth, Intercept and Expert Interviews
10. Projective Observational and Netnography Techniques
Part 3: Quantitative Marketing Research
11. Determining Probability Samples
12. Questionnaire Design
13. Conducting Surveys
Part 4: Analyzing and Reporting Findings
14. Analyzing Verbal And Other Qualitative Data
15. Analyzing Numerical Data
16. Report Writing And Presentation