Pt. I. Foundations. The nature and process of advertising research ; Research ethics
Pt. II. Sources of information. Secondary research ; Sampling
Pt. III. Qualitative research. Collecting qualitative insights ; Focus groups ; Analysis of qualitative data
Pt. IV. Quantitative research. Observation research: human and automated ; Observation research: biometrics ; Data collection through surveys ; Measurement ; Writing survey questions ; Questionnaire design ; Experimentation ; Descriptive statistics ; Inferential statistics
Pt. V. Applied topics. Segmentation ; Brand mapping ; Advertising testing: concept and communications tests ; Post-production advertising testing and optimization ; Reporting research
