Describe the process of marketing research. Classify applications of marketing research. Select appropriate methods of primary research. Create a questionnaire. Evaluate data from interviews.
Literature
MALHOTRA, NARESH K. Marketing Research. An Applied Orientation. Global Edition. 6th ed. New Jersey: Prentice Hall, 2010. 929 p. ISBN 0-13-609423-6.
Advised literature
AAKER, D. A., V. KUMAR and G. S. DAY. Marketing Research. 8th ed. Hoboken: John Wiley & Sons, 2003. 792 p. ISBN 978-0471230571.
LEHMANN, D. R., S. GUPTA and J. H. STECKEL. Marketing Research. Massachusetts: Addison-Wesley, 1998. 780 p. ISBN 0-321-01416-2.