1 | Introduction and Early Phases of Marketing Research |
2 | Defining the Marketing Research Problem and Developing an Approach |
3 | Research Design |
4 | Exploratory Research Design: Secondary Data
Exploratory Research Design: Qualitative Research |
5 | Descriptive Research Design: Survey and Observation |
6 | Causal Research Design: Experimentation |
7 | Measurement and Scaling: Fundamentals and Comparative Scaling
Measurement and Scaling: Noncomparative Scaling Techniques |
8 | Questionnaire & Form Design |
9 | Exam |
10 | Sampling: Design and Procedures
Sampling: Final and Initial Sample Size Determination |
11 | Fieldwork
Data Preparation |
12 | Frequency Distribution, Cross-Tabulation, and Hypothesis Testing |
13 | Correlation and Regression |
14 | Report Preparation and Presentation |