Fundamentals of marketing research -- The marketing research process- an overview -- Research methods and design-additional inputs -- Questionnaire design: a customer-centric approach -- Sampling methods- theory and practice -- Field procedures -- Planning the data analysis -- Simple tabulation and cross-tabulation -- ANOVA and the design of experiments -- Correlation and regression: Explaining association and causation -- Discriminant analysis for classification and prediction -- Logistic regression for classification and prediction -- Factor analysis for data reduction -- Cluster analysis for market segmentation -- Multidimensional scaling for brand positioning -- Conjoint analysis for product design -- Attribute-based perceptual mapping using discriminant analysis -- Structural equation modeling (SEM) for complex models (including confirmatory factor analysis). Marketing research - Data Analysis - International Marketing research