Learning objectives: Explain the purpose and advantages of survey research designs Describe the types of survey methods Discuss the factors influencing the choice of survey methods Explain experiments and the types of variables used in causal designs.

Learning objectives: Explain the role of sampling in the research process Distinguish between probability and nonprobability sampling Understand the factors to consider when determining sample size Understand the steps in developing a sampling plan

Learning objectives: Understand the role of measurement in marketing research Explain the four basic levels of scales Describe scale development and its importance in gathering primary data  

Learning objectives: Understand the objectives of a research report Describe the format of a marketing research report Discuss several techniques for graphically displaying research results Understand the importance of presentations in marketing research