The nature of marketing research
Planning for marketing research and the research process
Research design
Secondary data and sources
Information from respondents
Online marketing research
Qualitative research and observation
Experimentation
General concepts of measurement
Designing questionnaires
Sampling procedures in marketing research
Sample size
The analysis process : basic concepts of editing, codig, and descriptive analysis
Hypothesis testing and univariate analysis
Bivariate analysis : differences between sample groups
Bivariate analysis : measures of association
Multivariate statistical analysis
Multivariate analysis : factor analysis, clustering methods, multidimensional scaling, and conjoint analysis
Reporting research results.
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Fundamentals of marketing research by Scott M. Smith. ISBN 0761988521. Published by Sage in 2005. Publication and catalogue information, links to buy online and reader comments.
