Marketing research

Perspectives on marketing research -- Overview of the marketing research process -- Problem definition and research objectives -- Research design and proposal -- Collection of secondary data -- Collecting primary data: qualitative techniques -- Collecting primary data: surveys, observation and experimentation -- Measurement and questionnaire design -- Designing the sample plan -- Conducting the investigation -- Preparation and processing of primary data -- Exploratory data analysis and hypothesis testing -- Analysis of relationships with statistical techniques -- The research report.