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Marketing Research, International Edition


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Table of Contents

1. Introduction to Marketing Research2. The Marketing Research Industry3. The Marketing Research Process & Defining the Problem and Research Objectives4. Research Design 5. Secondary Data & Packaged information6. Utilizing Exploratory and Qualitative Research Techniques7. Evaluating Survey Data Collection Methods8. Understanding Measurement, Developing Questions, and Designing the Questionnaire9. Selecting the Sample10. Determining the Size of a Sample11. Dealing with Fieldwork and Data Quality12. Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses13. Implementing Basic Differences Tests14. Making Use of Associations Tests15. Understanding Regression Analysis Basics16. Writing the Research Report

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