Marketing Research / Alvin C. Burns, Ann Veeck, Ronald F. Bush (Text)

Introduction to Marketing Research -- The Marketing Research Industry -- The Marketing Research Process and Defining the Problem and Research Objectives -- Research Design -- Secondary Data and Packaged Information -- Qualitative Research Techniques -- Evaluating Survey Data Collection Methods -- Understanding Measurement, Developing Questions, and Designing the Questionnaire -- Selecting the Sample -- Determining the Size of a Sample -- Dealing with Field Work and Data Quality Issues -- Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses -- Implementing Basic Differences Tests -- Making Use of Associations Tests -- Understanding Regression Analysis Basics -- The Research Report.