The nature and scope of marketing research - an introduction to the role of marketing research and the research process, exploratory research, experimental research, secondary data sources, syndicated data; the process of collecting primary data - primary data collection alternatives and data quality issues, sampling issues, questionnaire design, project execution, and the presentation of results, data analysis; using research to bring a brand to market - generating ideas and testing concepts, product testing, segmentation and positioning, name, package, and price research, simulated test markets and test marketing; using research to market a brand - advertising research, sales promotion, sales analysis and sales forcasting, market studies, marketing research for legal evidence.
