Lecture Notes

Spring 2006

Syllabus is here:

Final grades are here:

Chapter 1	The Role of MR in Management Decision-Making
Chapter 2	The Evolving Structure of the Marketing Research Industry
Chapter 3	Problem Definition and the Research Process
Chapter 4	Secondary Data and Databases
Chapter 5	Qualitative Research
Chapter 6	Survey Research: The Profound Impact of the Internet
Chapter 7	Primary Data Collection: Observation
Chapter 8	Primary Data Collection: Experimentation
Chapter 9	The Concept of Measurement
Chapter 10	Using Measurement Scales to Build Marketing Effectiveness
Chapter 11	Questionnaire Design
Chapter 12	Basic Sampling Issues
Chapter 13	Sample Size Determination
Chapter 14	Data Processing and Fundamental Data Analysis
Chapter 15	Statistical Testing of Differences
Chapter 16	Bivariate Correlation and Regression
Chapter 17	Multivariate Data Analysis
Chapter 18	Communicating the Research Results
Chapter 19	Managing Marketing Research and Research Ethics