Introduction to Marketing Research: The Nature of Marketing Research, A Classification of Marketing Research, The Role of Marketing Research in MIS and DSS, Marketing Research Suppliers, Selecting a Research Supplier, Marketing Research Process.
Defining the Marketing Research Problem and Developing an Approach: The Process of Defining the Problem, Developing an Approach to the Problem, Environmental Context of the Problem, Management Decision Problem and Marketing Research Problem, Defining the Marketing Research Problem, Components of the Approach.
Research Design: Exploratory, Descriptive and Causal Research; Relationships among Exploratory, Descriptive, and Causal Research; Potential Sources of Error, Budgeting and Scheduling the Project, Marketing Research Proposal.
Exploratory Research Design: Secondary Data: Primary Versus Secondary Data, Criteria for Evaluating Secondary Data, Classification of Secondary Data, Qualitative Research: Rationale for Using Qualitative Research, Classification of Qualitative Research Procedures, Focus Group Interviews, Depth Interviews, Projective Techniques.
Descriptive Research Design: Survey and Observation: Survey Methods: Telephone, Personal and Mail Methods; A Comparative Evaluation of Survey Methods, Selection of Survey Methods(s), Observation Methods: Observation Methods Classified by Mode of Administration, A Comparative Evaluation of Observation Methods, A Comparison of Survey and Observation Methods.
Causal Research Design: Experimentation: Concept of Causality, Conditions for Causality, Validity in Experimentation, Extraneous Variables, Controlling Extraneous Variables, A Classification of Experimental Designs: Pre-experimental Designs, True Experimental Designs, Quasi-Experimental Designs, Statistical Designs; Laboratory versus Field Experiments, Limitations of Experimentation.
Measurement and Scaling: Comparative Scaling: Measurement and Scaling, Primary Scales of Measurement, Comparative Scaling Techniques and Verbal Protocols, Noncomparative Scaling Techniques: Continuous Rating Scale, Itemized Rating Scale, Noncomparative Itemized Rating Scale Decisions, Multi-item Scales, Scale Evaluation: Measurement Accuracy, Reliability and Validity; Relationship between Reliability and Validity, Generalizability and Choosing a Scaling Technique.
Questionnaire and Form Design: Questionnaire Design Process: Overcoming Inability to Answer, Overcoming Unwillingness to Answer, Choosing Question Structure, Choosing Question Wording, Determining the Order of Questions; Form and Layout, Reproduction of the Questionnaire, Pretesting; and Observational Forms.
Sampling: Design and Procedures: The Sampling Design Process, A Classification of Sampling Techniques, Nonprobability Sampling Techniques and Probability Sampling Techniques, Choosing Nonprobability versus Probability Sampling, Uses of Nonprobability and Probability Sampling, Final and Initial Sample Size Determination: The Sampling Distribution, Statistical Approach to Determining Sample Size, The Confidence Interval Approach, Multiple Characteristics and Parameters, Adjusting the Statistically Determined Sample Size.
Field Work: The Nature of Field Work, Field Work and Data Collection Process, Selecting Fields Workers, Training Fields Workers, Supervising Fields Workers, Validating Fields Work, and Evaluating Field Workers.
Data Preparation: The Data Preparation Process, Questionnaire Checking, Editing, Coding Transcribing, Data Cleaning, Statistically Adjusting the Data, Selecting a Data Analysis Strategy.
Frequency Distribution, Cross Tabulation and Hypothesis Testing: Statistics Associated with Frequency Distribution, Introduction to Hypothesis Testing, A General Procedure for Hypothesis Testing, Statistics Associated with Cross-tabulation, Cross Tabulation in Practice, Hypothesis Testing Related to Differences, Parametric and Nonparametric Tests.
Analysis of Variance and Covariance: Relationship among Techniques, One-Way Analysis of Variance (ANOVA), Statistics Associated with One-Way ANOVA, Conducting One-Way ANOVA, Illustrative Applications of One-Way ANOVA, Assumptions in ANOVA, Analysis of Covariance (ANCOVA), Issues in Interpretation, Repeated Measures ANOVA, Nonmetric Analysis of Variance, Multivariate Analysis of Variance.
Correlation and Regression: Product Moment Correlation, Partial Correlation, Nonmetric Correlation, Regression Analysis, Bivariate Regression.
Introduction to Multivariate Analysis: Multiple Regression, Discriminant Analysis, Factor Analysis, Cluster Analysis, Multidimensional Scaling and Conjoint Analysis.
Report Preparation and Presentation: Importance of the Report and Presentation, The Report Preparation and Presentation Process, Oral Presentation, Reading the Research Report, Research Follow-up.
International Marketing Research: Marketing Research in International Context, A Framework for International Marketing Research.
Ethics in Marketing Research: Importance of Ethics in Marketing Research, Stakeholders in Marketing Research, Guidelines for Ethical Decision Making, An Ethical Framework, Ethics and the Marketing Research Process.