Part 1: The Role and Value of Marketing Research Information

1 Marketing Research for Managerial Decision Making
2 The Marketing Research Process
3 Information Management for Marketing Decisions: Secondary Data Sources

Part 2: Technology in the Research Process

4 Customer Relationship Management and the Marketing Research Process
5 Marketing Decision Support Systems

Part 3: Designing the Marketing Research Project

6 Exploratory Designs: In-Depth Interviews and Focus Groups
7 Descriptive Research Designs: Survey Methods and Errors
8 Observation Techniques, Experiments, and Test Markets

Part 4: Gathering and Collecting Accurate Data

9 Sampling: Theory and Design
10 Sampling: Methods and Planning
11 Overview of Measurement: Construct Development and Scale Measurement
12 Attitude Scale Measurements Used in Marketing Research
13 Questionnaire Design and Issues

Part 5: Data Preparation, Analysis, and Reporting the Results

14 Coding, Editing, and Preparing Data for Analysis
15 Data Analysis: Testing for Significant Differences
16 Data Analysis: Testing for Association
17 Data Analysis: Multivariate Techniques for the Research Process
18 Preparing the Marketing Research Report and Presentation