---
url: "https://questionstar.com/principles-of-survey-research/chapter-1/slide-002.html"
title: "Contents"
type: "lehrbuch-slide"
chapter: 1
chapterTitle: "Introduction"
slide: 2
---

# Contents

*Table of Contents*

01 Introduction

1.1 Market Research and Survey

1.2 Types of Market Research

02 Survey: Measurement and Scaling

2.1 Introduction

2.2 Comparative Scales

2.3 Non-Comparative Scales

2.4 Latent Constructs

2.5 Reliability and Validity

03 Questionnaire

3.1 Asking Questions

3.2 Overcoming Inability to Answer

3.3 Overcoming Unwillingness to Answer

3.4 Increasing Willingness of Respondents

3.5 Determining the Order of Questions

3.6 What's Next?

04 Sampling

4.1 Non-probability Sampling

4.2 Probability Sampling

4.3 Choosing Non-probability vs. Probability Sampling

4.4 Sample Size

05 Data Analysis: A Concise Overview of Statistical Techniques

5.1 Descriptive Statistics: Organizing and Presenting Data

5.1.1 Organizing Qualitative Data

5.1.2 Organizing Quantitative Data

5.1.3 Summarizing Data Numerically

5.1.4 Cross-Tabulations

5.2 Inferential Statistics: Can the results be generalized to the population?

5.2.1 Hypothesis Testing

5.2.2 Strength of a Relationship in Cross-Tabulation

5.2.3 Relationship between Two (Ratio Scaled) Variables

06 Advanced Techniques of Market Analysis: Some Useful Concepts

6.1 Conjoint Analysis

6.2 Market Simulations

6.3 Segmentation

6.4 Perceptual Positioning Maps

07 Reporting Results

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*Slide 2 of 274 · Chapter 1: Introduction · Principles of Survey Research · Dr. Paul Marx*