Part 1 Introduction to marketing research in marketing decision making: marketing research role in marketing management the marketing research business the marketing research process - concepts and example the decision to undertake research cases. Part 2 Determine research design and data sources: research design and data sources secondary data cases. Part 3 Develop the data collection procedure: the measurement process attitude measurement causal designs data collection - exploratory research data collection - conclusive research designing data collection forms cases. Part 4 Sampling plan and data collection: the basics of sampling simple random sampling and sample size more complex sampling procedures field operations cases.
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