Chapter 1

 The Hierarchy of business decision maker

Chapter 2

 Deduction
 Induction
 Concept
 Constructs
 Conceptual Schemes
 Operation definition
 Variable
 Dichotomous
 Continues variable
 Moderating Variable
 Extraneous Variable
 Intervening Variable
 Proposition
 Hypothesis
 Research Design
 Censes
 PILOT TEST

Chapter 3 (Business Research Process)

 Defining the research objective

 Research Design
o Exploratory Research
o Descriptive research
 Longitudinal
 Cross-sectional Design
 Causal Research Design
 Designing the research methodology
 Data Collection Method
o Specialized techniques
 Consumer panel
 Retail Audit
 TV evidence measurement
 Sampling Plan
 Analysis Plan and Expected outcome
 o Simple Tabulation
o Cross Tabulation

Chapter 4

 Questioner Design
 Sequencing of Question
 Biased and Leading Questions
 Analysis required
 Scales of Measurement used in marketing research
o Nominal Scale
o Ordinal Scale
o Interval Scale
o Ratio Scale
 Types of questions
o Open ended
o Dichotomous
o Multiple Choice
o Rating or Ranking
o Paired Comparison
 Symmetric differential or other special type of scales
 Hypothesis
 Development of Working hypothesis
 Hypothesis testing
 Null Hypothesis
 Alternative hypothesis
 Types of error in testing hypothesis
 Population
 Sampling form
 Sampling unit
 Sample size calculation
 Hypothesis testing and probability P value
 Approaches to analysis
 Scale of data