1: A Decision-Making Perspective on Marketing Research

“Marketing research is not an immediate or an obvious path to finding solutions to all managerial problems.”

 2: Marketing Research in Practice

“With marketing the new priority, marketing research is the rallying cry.”

  3: The Marketing Research Process

“The research process provides a systematic, planned approach to the research project and ensures that all aspects of the research project are consistent with each other.”

 4: Research Design and Implementation

“The usefulness of a research project depends on the overall quality of the research design and on the data collected and analyzed based on the design.”

  5: Secondary Sources of Marketing Data

“Secondary data can be used by researchers in many ways.” Using Secondary Data Sources for International Marketing Research “Two major problems are associated with secondary data in international marketing research: the accuracy of the data and the comparability of data obtained from different countries.”

 6: Standardized Sources of Marketing Data

“A number of services have evolved to measure consumer exposure to the various media and advertisements.”

 7: Marketing Research on the Internet

“Like any traditional information resource, the Internet has certain advantages and disadvantages

 8: Information Collection: Qualitative and Observational Methods

Qualitative and Observational Methods in the kitchen or supermarket differs drastically from that in most corporate of Observation Methods “There are strong arguments for considering the observation of ongoing behavior as an integral part of the research design.”

 9: Information from Respondents:

Issues in Data Collection Information from Respondents: Issues in Data Collection, “The choice of data collection method is a critical point in the research process.”

 10: Information from Respondents: Survey Methods

 11: Attitude Measurement in Marketing Research

“Despite years of experience with these applications, the design of the rating scale is usually an ad-hoc judgment based on the researcher’s preferences and past experiences in similar situations.”

12: Designing a Marketing Research Questionnaire

“The basic guidelines for sequencing a questionnaire to make it interesting and logical to both interviewer and respondent are straightforward.”

  13: Experimentation

“Experimentation is a powerful tool in the search for unambiguous relationships that we hope may be used to make valid predictions about the effects of the marketing decision, and to develop basic theories.”

  14:  Sampling Fundamentals in Marketing Research

“Execution of a research project always introduces some error in the study.”

 15: Sample Size and Statistical Theory

“Too often, information tends to be evaluated absolutely (it is intellectually comfortable to be “certain”). Instead, it should be judged with respect to its use.”

  16: Fundamentals of Data Analysis

“Although data analysis can be a powerful aid to gaining useful knowledge, it cannot rescue a badly conceived marketing research study.”

 17: Hypothesis Testing: Basic Concepts and Tests of Associations

 18: Hypothesis Testing: Means and Proportions

 19: Correlation Analysis and Regression Analysis

 20: Discriminant and Canonical Analysis, Factor and Cluster Analysis , Multidimensional Scaling

Each topic is covered in one meeting. Each meeting is a two-hour meeting for a total of 40 hours