Chapter 1

Introduction to Marketing Research

Role and scope of marketing research

medium • 1 min read

The marketing research process phases

medium • 2 min read

Defining the research problem and objectives

medium • 3 min read

Ethical issues in marketing research

medium • 4 min read

Marketing Information Systems (MIS) overview

medium • 5 min read

Chapter 2

Research Designs

Exploratory research design (Focus groups, In-depth interviews)

medium • 1 min read

Descriptive research design (Cross-sectional vs. Longitudinal)

medium • 2 min read

Causal research design and experimentation

medium • 3 min read

Validity in experiments (Internal vs. External)

medium • 4 min read

Test marketing concepts

medium • 5 min read

Chapter 3

Data Collection and Sampling

Primary vs. Secondary data sources

medium • 1 min read

Questionnaire design process and item scaling

medium • 2 min read

Attitude measurement scales (Likert, Semantic Differential)

medium • 3 min read

Sampling techniques: Probability vs. Non-probability

medium • 4 min read

Sample size determination

medium • 5 min read

Chapter 4

Data Analysis Techniques

Data preparation (Editing, coding, transcription)

medium • 1 min read

Descriptive statistics and frequency distribution

medium • 2 min read

Hypothesis testing (t-tests, Z-tests, ANOVA)

medium • 3 min read

Correlation and Simple linear regression

medium • 4 min read

Introduction to multivariate techniques (Factor analysis, Cluster analysis)

medium • 5 min read

Chapter 5

Reporting and Advanced Topics

Data visualization and dashboards

medium • 1 min read

Structure of a formal marketing research report

medium • 2 min read

Online research methods and web analytics

medium • 3 min read

Neuromarketing and eye-tracking basics

medium • 4 min read

Big data analytics in marketing

medium • 5 min read