Alvin C. Burns & Ronald F. Bush

Introducing Marketing Research
Explaining the Marketing Research Process
Describing Characteristics of the Marketing Research Industry
Defining the Problem and Determining Research Objectives
Understanding Research Design
Using Secondary Data and Online Information Databases
Comprehending Standardized Information Sources
Utilizing Exploratory and Qualitative Research Techniques
Evaluating Survey Data Collection Methods
Understanding Measurement in Marketing Research
Developing Questions and Designing the Questionnaire
Determining How to Select the Sample
Determining the Size of a Sample
Dealing with Field work and Data Quality Issues
Using Basic Descriptive Analysis
Performing Population Estimates and Hypothesis Tests
Implementing Basic Differences Tests
Making Use of Associations Tests
Understanding Regression Analysis Basics
Preparing the Research Report and Presentation
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Introducing Marketing Research
Explaining the Marketing Research Process
Describing Characteristics of the Marketing Research Industry
Defining the Problem and Determining Research Objectives
Understanding Research Design
Using Secondary Data and Online Information Databases
Comprehending Standardized Information Sources
Utilizing Exploratory and Qualitative Research Techniques
Evaluating Survey Data Collection Methods
Understanding Measurement in Marketing Research
Developing Question...