Marketing Research

<ul> <li>1. Introduction to marketing research and insight </li> <li>2. Defining the research problem and developing a research approach </li> <li>3. Research design </li> <li>4. Secondary data collection and analysis </li> <li>5. Internal secondary data and analytics </li> <li>6. Qualitative research: its nature and approaches </li> <li>7. Qualitative research: focus group discussions </li> <li>8. Qualitative research: in-depth interviewing and projective techniques </li> <li>9. Qualitative research: data analysis </li> <li>10. Survey and quantitative observation techniques </li> <li>11. Causal research design: experimentation </li> <li>12. Measurement and scaling: fundamentals, comparative and non-comparative scaling </li> <li>13. Questionnaire design </li> <li>14. Sampling: design and procedures </li> <li>15. Sampling: determining sample size </li> <li>16. Survey fieldwork </li> <li>17. Social media research </li> <li>18. Mobile research </li> <li>19. Data integrity </li> <li>20. Frequency distribution, cross-tabulation and hypothesis testing </li> <li>21. Analysis of variance and covariance </li> <li>22. Correlation and regression </li> <li>23. Discriminant and logit analysis </li> <li>24. Factor analysis </li> <li>25. Cluster analysis </li> <li>26. Multidimensional scaling and conjoint analysis </li> <li>27. Structural equation modelling and path analysis </li> <li>28. Communicating research findings </li> <li>29. Business-to-business (b2b) marketing research </li> <li>30. Research ethics, privacy and trust </li> <li>Glossary </li> </ul>