Hair Joseph H., Bush Robert P., Ortinau David J. Marketing Research within a changing information environment. Second Edition

McGraw-Hill, USA, 2002, 724 стр.
The role of market research in strategic planning.
The research process.
Problem definition, research objectives and marketing research ethics.
Strategic information management.
Customer relationship management.
Marketing research and database development.
Marketing decision support systems.
Exploratory designs.
Descriptive research designs.
Observation Techniques.
Sampling.
Overview of mesurement.
Attitude Scale mesurements.
Questionnire design
Coding, editing and preparing data
Data analysis.
Preparing the market research report.