Exploring Marketing Research – William G. Zikmund, Barry J. Babin – 9th Edition

Part 1: INTRODUCTION.
1: The Role of Marketing Research.
2: Information Systems and Knowledge Management.
3: The Marketing Research Process.
4: The Human Side of Marketing Research: Organizational and Ethical Issues

Part 2: BEGINNING STAGES OF THE RESEARCH PROCESS.
5: Problem Definition: Jump-Starting the Research Process.
6: Qualitative Research Tools.
7: Secondary Data Research In a Digital Age.

Part 3: RESEARCH DESIGNS FOR COLLECTING PRIMARY DATA.
8: Survey Research: An Overview.
9: Survey Research: Basic Methods of Communication with Respondents.
10: Observation.
11: Experimental Research: An Overview.
12: Test Markets and Experimental Design.

Part 4: MEASUREMENT CONCEPTS.
13: Measurement.
14: Attitude Measurement.
15: Questionnaire Design. Appendix
15A: Question Wording and Measurement Scales for Commonly Researched Topics.

Part 5: SAMPLING AND FIELDWORK.
16: Sampling Designs and Sampling Procedures.
17: Determination of Sample Size: A Review of Statistical Theory.
18: Fieldwork.

Part 6: DATA ANALYSIS AND PRESENTATION.
19: Editing and Coding: Transforming Raw Data into Information.
20: Basic Data Analysis: Descriptive Statistics.
21: Univariate Statistical Analysis.
22: Bivariate Statistical Analysis: Differences Between Two Variables.
22A: Manual Calculations of an F Statistic.
22B: ANOVA for Complex Experimental Designs.
23: Bivarate Statistical Analysis: Measures of Association.
24: Introducing Multivariate Statistical Analysis.
Appendix 24A: Getting Factor Results with SAS or SPSS.
25: Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up.

Part 7: COMPREHENSIVE CASES WITH COMPUTERIZED DATABA