Marketing Research Final Exam Notes

Description

These notes cover the following chapters from Burns, Veeck and Bush (Eighth Edition), Marketing Research, Pearson textbook: Chapters 1 and 2: Introduction to Marketing Research and the Marketing Research Industry Chapter 3: The Marketing Research Process Chapter 4 and 5: Research Design and Secondary Data Chapters 6 and 7: Qualitative Research Techniques and Evaluating Survey Data Collection Methods Chapter 8: Understanding Measurement, Developing Questions and Designing the Questionnaire Chapter 9: Developing the Sampling Plan Chapter 11: Dealing with Fieldwork and Data Quality Issues Chapter 12: Using Descriptive Analysis Chapter 13: Implementing Basic Differences Tests Chapter 14: Making use of Associations Test The summaries are supplemented with diagrams and images from the textbook for visual learners.