Marketing Research Essentials

1. The Role of Marketing Research in Management Decision Making.2. The Marketing Research Process and Managing the Process.3. The Marketing Research Industry and Research Ethics.4. Published Secondary Data, Databases, the Internet, and Decision SupportSystems.5. Qualitative Research.6. Primary Data Collection: Observation.7. Primary Data Collection: Survey Research.8. Primary Data Collection: Experimentation.9. The Concept of Measurement and Attitude Scales.10. Questionnaire Design.11. Basic Sampling Issues.12. Sample Size Determination.13. Data Processing, Basic Data Analysis, and Statistical Testing of Differences.14. Correlation and Regression Analysis.15. Communicating the Research Results.McDaniel, Carl is the author of 'Marketing Research Essentials', published 2000 under ISBN 9780470003596 and ISBN 0470003596.