Marketing Research notes – University notes

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1. THE ROLE OF INFORMATION IN MANAGEMENT DECISION MAKING
   Objectives
   Introduction
   Meaning of marketing research
   Types of research
   The role of marketing research in decision making
   Features of successful research
   Deciding whether or not to conduct market research
   Review questions
   Further reading

   THE MARKETING RESEARCH PROCESS
   Objectives
   Introduction
   Steps in the research process
   Problem audit
   Situational analysis
   Marketing research project design
   Sampling and data collection
   Data analysis and interpretation
   Preparation and presentation of research report
   Marketing research and marketing management
   Management problems and research problems
   Defining the marketing research problem
   Summary
   Review questions
   Further reading

   RESEARCH DESIGN
   Objectives
   Introduction
   Definition and benefits of research design
   Types of marketing research design
   Exploratory research design
   Approaches in exploratory research
   Conducting focus groups
   Preparation
   Case studies
   Descriptive research design
   Types of descriptive research
   Longitudinal studies
   Illustration
   Brand used most often
   Cross sectional studies
   Causal research design
   Experimental settings
   Terms used in experimentation
   Notations used in experimental designs are
   Types of experimental designs
   After only design
   Static-group comparison / ex post facto
   One group pretest-posttest design
   Before-after with control
   After-only with control
   Four-group six-study design
   Statistical designs
   Validity and reliability in research design
   Threats to “internal” validity
   Threats to “external” validity
   Marketing research proposal
   Summary
   Review questions
   Further reading

   SOURCES OF DATA
   Objectives
   Introduction
   Types of data
   Secondary data sources
   Advantages of secondary data
   Limitations of secondary data
   Primary data collection: observation
   The nature of observation research
   Conditions for using “observations” in research
   Opinion and behavior measurement
   Advantages of observation research
   Disadvantages of “observation” research
   Primary data collection: survey research
   Advantages of personal interviews
   Advantages of telephone interviews
   Limitations of telephone interviews
   Advantages of mail interviews
   Limitations of mail interviews
   Comparison of survey methods
   Comparison of survey methods
   Primary data through online research
   Comparison of primary and secondary data
   The table below is a comparison between primary data and secondary data. the main focus of primary data in this particular case is the data collected through field surveys
   Primary data
   Secondary data
   Types of errors in survey research
   Questionnaire design
   Functions of the questionnaire
   Steps and considerations in questionnaire construction
   Summary
   Review questions
   Further reading

   SAMPLING
   Objectives
   Introduction 68
   Basic concepts in sampling
   Reasons for sampling
   The sampling process
   Sampling techniques
   Probability sampling
   Simple random sampling
   Table: 5.1 possible samples of sales representatives
   Sample elements
   Advantages of simple random sampling
   Disadvantages
   Systematic random sampling
   Advantages
   Disadvantages
   Stratified sampling
   Cluster sampling
   Multi-stage sampling
   Non probability sampling
   Convenience sampling
   Judgment sampling
   Quota sampling
   Advantages
   Disadvantages
   Snowball sampling
   Online sampling techniques
   Sample size determination
   Summary
   Review questions
   Further reading

   MEASURING AND SCALING
   Objectives
   Introduction
   The concept of measurement
   Four major levels of measurement scales
   Table 6.4.1. example of nominal scale
   Table 6.4.2. example of ordinal scale
   Classification of scaling techniques
   Figure 6.4.3. the likert scale
   Semantic scales
   Reliability & validity measurement
   Figure 6.5.1. scale evaluation
   Reliability
   Choosing a scale technique
   Summary
   Review questions
   Further reading

   DATA ANALYSIS AND INTERPRETATION
   Objectives
   Introduction
   Meaning of data analysis
   Statistical programs for data analysis
   Choosing method of analysis
   Methods of summarising data
   Table 7.5.1. cross tabulation
   Descriptive statistics
   Measures of dispersion
   Statistical testing of differences
   Statistical significance
   Terms in hypothesis testing
   P-values & significance testing
   Univariate hypothesis testing
   Test of two proportions, from two independent samples
   Bivariate statistical analysis
   Partial correlations
   Multivariate data analysis
   Discriminant analysis involves
   Canonical correlation analysis
   Analysis of interdependence
   Summary
   Review questions
   Further reading

   MARKETING RESEARCH REPORT WRITING
   Objectives
   Importance of the report
   Types of reports
   Important guidelines
   Parts of the research report
   Title page
   Qualities of a good research report
   Summary
   Review questions
   Further reading

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2. can i get the market research notes now

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