Required Text

Fundamentals of Marketing Research, 2005
Scott M. Smith and Gerald S. Albaum
Sage Publications.

Optional texts

Hair, Joseph F., Jr., Mary Wolfinbarger, David J. Ortinau, and Robert P. Bush (2008), Essentials of Marketing Research, McGraw-Hill/Irwin Publishing (ISBN # 978-0-07-338102-20).

Salkind, Neil J. (2007), Statistics for People Who (Think They) Hate Statistics, 3rd edition, Sage Publications (ISBN # 9781412951500).

SPSS, Statistical Software 14.0, ISBN-10: 0324627084

Online readings

Lecture Readings 1 and 2

Handbook of Marketing Research Chapter 8:

Advanced Techniques and Technologies in Online Research

Handbook of Marketing Research Chapter 11:
Basic Data Analysis

PowerPoint Presentation

Chapter 01.ppt

Chapter 02.ppt

Chapter 03.ppt

Chapter 04.ppt 

Chapter 07.ppt

Chapter 09.ppt  

Chapter 10.ppt 

Chapter 11.ppt    

Chapter 12.ppt 

Chapter 13.ppt    

Chapter 14.ppt 

Chapter 20.ppt