Basic Marketing Research

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Bizpac Management and Marketing Club


Marketing Research

Module 1

Role of Marketing Research:

  • Role of Marketing Research
  • Environmental Differences
  • Who Does Marketing Research?
  • Organization of Marketing Research
  • Job Opportunities in Marketing Research


Module 2

Gathering Marketing Intelligence:

  • The Project Approach and the Systems Approach
  • Decision Support Systems
  • Trends in Obtaining Marketing Intelligence


Module 3

Process of Marketing Research:

  • Sequence of Steps in Marketing Research


Module 4

Problem Formulation:

  • Problem Formulation
  • Translating the decision Problem into a Research Problem
  • Decision Trees
  • The Research Proposal
  • When is Marketing Research Justified
  • Choosing and Using a Research Supplier


Module 5

Types of Research Design and Exploratory Research:

  • Research Design as a Plan of Action
  • Types of Research Design
  • Exploratory Research


Module 6

Descriptive and Causal Research Design:

  • Causal Research Designs


Module 7 Secondary Data:

  • Advantages of Secondary data
  • Disadvantage of Secondary Data
  • Types of Secondary Data: Internal and External


Module 8                                                                                                   

Standardized Marketing Information Services:

  • Profiling Customers
  • Measuring Product Sales and Market Share
  • Measuring Advertising Exposure and its Effectiveness
  • Customized Measurements


Module 9

Collecting Primary Data:

  • Types of Primary Data
  • Obtaining Primary Data


Module 10

Collecting Information by Questionnaire:

  • Communication Methods
  • Methods of administering Questionnaires


Module 11

Collecting Information by Observation:

  • Methods of Observation


Module 12

Designing Questionnaires or Observation forms:

  • Questionnaire Design
  • Observation Forms


Module 13

Measurement Basics:

  • Scales of Measurement
  • Scaling of Psychological Attributes
  • Introduction to Psychological Measurement
  • Variations in Measured Scores
  • Classification and Assessment or Error
  • Developing Measures


Module 14

Measuring Attitudes, Perceptions, and Preferences:

  • Attitude Scaling Procedures
  • self-Report Attitude Scales
  • other Rating Scales
  • Determining Which Scale to Use


Module 15

Types of Samples and Simple Random Sampling:

  • Required Steps in Sampling
  • Types of Sampling Plans
  • Nonprobability Samples
  • Simple Random Sampling


Module 16

Stratified and Cluster Sampling:

  • Stratified Sample
  • Stratified versus Quota Sample
  • Cluster Sample

Combining Sample Types


Module 17

Sample Size:

  • Basic Considerations in Determining Sample Size
  • Sample Size Determination when Estimating Proportions
  • Population Size and Sample Size
  • Other Probability Sampling Plans
  • Sample Size Determination Using Anticipated Cross Classifications
  • Determining Sample Size Using Historical Evidence


Module 18

Collecting the Data: Field Procedures and Nonsampling Errors

  • Impact and Importance of Nonsampling Errors
  • Types of Nonsampling Errors
  • Total Error is Key


Module 19

Data Analysis: Preliminary Steps:

  • Editing
  • Coding
  • Tabulation
  • Presenting Tabular Data


Module 20

Data Analysis: Examining Differences:

  • Goodness of Fit


Module 21

Data Analysis: Investigating Associations:

  • Simple Regression and Correlation Analysis
  • Multiple Regression Analysis


Module 22

The Written Research Report:

  • Research Report Criteria
  • Writing Criteria
  • Form of Report


Module 23

The Oral Research Report:

  • Preparing the Oral Report
  • Delivering the Oral Report
  • Graphic Presentation of the Results