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Marketing Research: From Data to Information to Recommended Strategies | |
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The problem: Marketers need information | |
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Who does marketing research? | |
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Why study marketing research? | |
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The research process | |
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The Research Question: Formulation of the Problem/Opportunity | |
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Problems versus opportunities | |
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The problem formulation process | |
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Preparing an effective research request agreement | |
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The research proposal | |
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Research to avoid | |
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Choosing a research supplier | |
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Exploratory, Descriptive and Causal Research Designs | |
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Types of research design | |
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Exploratory research designs | |
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Descriptive research designs | |
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Causal research designs | |
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Market testing | |
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Collecting Secondary Data from Inside and Outside the Firm | |
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Secondary data versus primary data | |
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Advantages and disadvantages of secondary data | |
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Internal secondary data | |
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Components of a decision support system | |
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External secondary data | |
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Standardized marketing information services | |
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Collecting Primary Data by Communication | |
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Types of primary data | |
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Collecting data by communication versus observation | |
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Structured versus unstructured communication | |
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Issues in the use of disguise | |
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Methods of administering questionnaires | |
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Collecting Primary Data by Observation | |
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Observation research | |
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Structured versus unstructured observation | |
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Using disguise with observation research | |
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Choosing a natural or contrived setting for observation | |
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Human versus mechanical observation | |
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Asking Good Questions | |
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Scales of measurement | |
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Measuring attitudes and other unobservable variables | |
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Self-report attitude scales | |
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Other issues in designing scales | |
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Establishing the validity and reliability of measures | |
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Designing the Questionnaire or Observation Form | |
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Steps in questionnaire design | |
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Designing observation forms | |
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Planning the Sample and Sample Size | |
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Developing the sampling plan | |
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Nonprobability samples | |
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Probability samples | |
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How big a sample do you need? | |
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Data Collection: Enhancing Response Rates while Limiting Errors and Biases | |
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Importance of nonsampling errors | |
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Types of nonsampling errors | |
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Calculating response rates | |
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Improving response rates | |
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Data Preparation for Analysis | |
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Editing | |
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Coding | |
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Cleaning the data | |
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Handling missing data | |
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Analysis & Interpretation: Individual Variables Independently | |
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Basic univariate statistics: Categorical measures | |
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Basic univariate statistics: Continuous measures | |
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Hypothesis testing | |
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Testing hypotheses about individual variables | |
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Analysis & Interpretation: Multiple Variables Simultaneously | |
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Analyses with categorical measures | |
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Analyses with categorical and continuous measures | |
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Analyses with continuous measures | |
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The Research Answer: Project Findings and Strategic Recommendations | |
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The written research report: Writing standards | |
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The written research report | |
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The oral presentation | |
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Using graphics to communicate results | |