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Table of Contents

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Program Details

Part 1 The Role and Value of Marketing Research Information
1 Marketing Research for Managerial Decision Making
2 The Marketing Research Process and Proposals


Part 2 Designing the Marketing Research Project
3 Secondary Data, Literature Reviews, and Hypotheses
4 Exploratory and Observational Research Designs and Data Collection Approaches
5 Descriptive and Causal Research Designs


Part 3 Gathering and Collecting Accurate Data
6 Sampling: Theory and Methods
7 Measurement and Scaling
8 Designing the Questionnaire


Part 4 Data Preparation, Analysis, and Reporting the Results
9 Qualitative Data Analysis
10 Preparing Data for Quantitative Analysis
11 Basic Data Analysis for Quantitative Research
12 Examining Relationships in Quantitative Research
13 Communicating Marketing Research Findings