Chapter 1: Introduction to Marketing Research

Chapter 2: The Marketing Research Industry

Chapter 3: The Marketing Research Process and Defining the Problem and Research Objectives

Chapter 4: Research Design

Chapter 5: Secondary Data and Packaged Information

Chapter 6: Qualitative Research Techniques

Chapter 7: Evaluating Survey Data Collection Methods

Chapter 8: Understanding Measurement, Developing Questions, and Designing the Questionnaire

Chapter 9: Selecting the Sample

Chapter 10: Determining the Size of a Sample

Chapter 11: Dealing with Fieldwork and Data Quality Issues

Chapter 12: Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

Chapter 13: Implementing Basic Differences Tests

Chapter 14: Making Use of Associations Tests

Chapter 15: Understanding Regression Analysis Basics

Chapter 16: The Research Report

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