3. The Marketing Research Process and Defining the Problem and Research Objectives
4. Research Design
5. Secondary Data and Packaged Information
6. Qualitative Research Techniques
7. Evaluating Survey Data Collection Methods
8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
9. Selecting the Sample10. Determining the Size of a Sample11. Dealing with Field Work and Data Quality Issues12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses13. Implementing Basic Differences Tests14. Making Use of Associations Tests15. Understanding Regression Analysis Basics16. Communicating Insights