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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
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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