Marketing Research notes – University notes

MARKETING RESEARCH

Subject Content

INTRODUCTION TO MARKETING RESEARCH

  • Objectives
  • Introduction
  • Marketing Research Definition
  • Types of Research
  • The Value of Marketing Research Information
  • Marketing Research and Customer Relationship Management
  • Role of marketing research in strategic planning
  • Determinants of the Marketing Research Role
  • Factors Influencing Marketing Research Decisions
  • Classification of Marketing Research Problems
  • Barriers to Effective Utilization of Marketing Research
  • Marketing Research Suppliers
  • Summary
  • Review Questions
  • Further Reading

THE MARKETING RESEARCH PROCESS

  • Objectives
  • Introduction
  • Steps in the research process
  • Summary
  • Review questions
  • Further reading

DEFINING THE MARKETING RESEARCH PROBLEM

  • Objectives
  • Introduction
  • Problem definition
  • Summary
  • Review questions
  • Further reading

RESEARCH DESIGN

  • Objectives
  • Introduction
  • Definition and purpose of research design
  • Types of research design
  • Exploratory design
  • Descriptive research design
  • Causal research design
  • Concepts of Validity and Reliability
  • Validity
  • Reliability
  • Research Proposal
  • Summary
  • Review Questions
  • Further Reading

SAMPLING

  • Objectives
  • Introduction
  • Basic definitions
  • Reasons for sampling
  • Sampling process
  • Sampling techniques
  • Probability sampling techniques
  • Non-probability sampling
  • Online sampling techniques
  • Sample size determination
  • Summary
  • Review questions
  • Further reading

TYPES OF DATA

  • Objectives
  • Introduction
  • Types of data
  • Secondary data
  • Primary data
  • A comparative evaluation of survey methods
  • Selection of survey methods
  • A comparison of survey and observation methods
  • Designing the research questionnaire
  • Designing observational forms
  • Data collection/fieldwork
  • Summary
  • Review questions
  • Further reading

ANALYSIS AND INTERPRETATION OF DATA

  • Objectives
  • Introduction
  • Meaning of data analysis
  • Selecting data analysis strategy
  • Classification of statistical techniques
  • Univariate hypothesis testing using T-distribution
  • Bivariate analysis
  • Statistical programs for data analysis
  • Types of statistical analyses used in marketing research
  • Data analysis with SPSS
  • Summary
  • Review questions
  • Further Reading

 MARKETING RESEARCH REPORT WRITING

  • Objectives
  • Importance of the report
  • Types of Reports
  • Important Guidelines
  • Parts of the Research Report
  • Qualities of a Good Research Report
  • Summary
  • Review Questions
  • Further Reading

0 Replies to “Marketing Research notes – University notes”

  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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