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Part I: Marketing Research: Learn It, Live It, Love It.
Chapter 1: Seeing What Marketing Research Can Do for You.
Chapter 2: Following the Stages of the Marketing Research Process.
Chapter 3: Surveying the Types of Research You May Do.
Chapter 4: Believing In Marketing Research Ethics.
Chapter 5: Working with Independent Marketing Researchers.
Part II: Surveys: A Great Way to Research.
Chapter 6: Different Types of Surveys You May Use.
Chapter 7: Recognizing Errors in Survey Research.
Jeremy J. Sierra, PhD, is an assistant professor of marketing with a teaching interest in sports marketing and marketing research.