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