Understanding marketing research / Ruby F. Alminar-Mutya

Preface -- Chapter 1: Basic research and marketing research -- Chapter 2: Types of research and the research problem -- Chapter 3: Formulating the marketing research problem and proposal -- Chapter 4: Marketing research data collection -- Chapter 5: The marketing research study report.

"Understanding Marketing Research is a response to the need for materials for the business administration, management or marketing course. The book explores the interrelationships between various functional areas in business, using cases and activities to develop critical thinking among the students. Business and marketing research are core courses in any business program which expose a student to the realities in any industry: consumer behavior, business development and logistics. Through the book, students may enter the world of professional business research or pursue a career in marketing." -- Preface