Marketing Research Project Manual

Chapter 1 The marketing research project Introduction Project overview Forming your group Team evaluation Project score sheet Peer evaluation form Chapter 2 Choosing a topic Introduction Types of studies Customer satisfaction Market segmentation Product positioning The assignment The group meeting What to submit Chapter 3 Review of Decision Situation Introduction Decision Situation The assignment Situation Analysis Company Competition Customer Sources Chapter 4 Literature Review- Secondary Data Introduction Construct definition Methodology Measures Determinants of Customer Satisfaction The assignment Sources Chapter 5 Research Objectives and Information Needs Introduction Research Objectives What you want to know Information needs The assignment Chapter 6 Methodology Introduction Descriptive Designs Data Sources Data Collection method The assignment Chapter 7 Questionnaire Design Introduction The Process Question Wording Question order Layout The assignment Chapter 8 Sampling Plan Introduction Population Definition Sample Frame Sampling Procedure Sample Size Precision Confidence level Estimate of Variance The assignment Chapter 9 Data Analysis Mock-up tables Descriptive analysis Inferential analysis Chapter 10 Report Findings Recommendation Attention to detail CitationsMolinari, James M. is the author of 'Marketing Research Project Manual', published 2005 under ISBN 9780073128887 and ISBN 0073128880.