tomorrow final exam!

Subject : Marketing Research

this is what i remember without looking at the notes

Management decision problems

-ask what the decision maker needs to do
-action oriented
-focuses on symptoms

Marketing Research Problem

-what information is needed and how it should be obtained
-information oriented
-focuses on underlying causes

Steps in Marketing research

Defining the problem
Developing an approach to the problem
Formulating research design
Doing field works or collecting data
Preparing and analyzing the data
Preparing and presenting the report

Task involved in problem definition

-Qualitative research
-Discussion with decision makers
-Interviews with industry experts
-Secondary data analysis

Components of an approach

-Analytical framework and model
-Research Questions and hypotheses
-Specification of the information needed

Primary Data

-for the problem at hand
-very high involvement in process
-long time
-high cost

Secondary Data

-for other problems
-rapid and easy in process
-short time
-relatively low cost

How to evaluate Secondary Data

Specification - the methodology in use of conducting secondary data must relevant
Error - the accuracy of the data
Currency - whether the data is up to date
Objective - must meet the objective for the data
Nature - must be relevant
Dependability - whether the sources can be trusted or not

Qualitative research

Objective - to gain an understand of the underlying causes of reasons and motivations
Sample - small number of non-representative cases
Data collection - Unstructured
Data Analysis - Statistical
Outcome - to develop an initial understanding

Quantitative research

Objective - to quantify the data and generalize the final results from the sample to the population of interest
Sample - large number of representative cases
Data collection - structured
Data analysis - Non statistical
Outcome - to recommend a final course of action

Steps in formulating Focus Group

Design the focus group environment
Recruit and select focus group participants
Select a moderator
Prepare the discussion guide
Conducting focus group interview
Prepare and presenting focus group report

Survey method

-Telephone interviewing
-Personal interviewing
-Mail interviewing
-Electronic interviewing

Ways to improve survey response

-Follow up
-Monetary
-Prior Notification
-Other facilitators

Type of scaling techniques

Nominal Scale - number representing
Ordinal Scale - order of the ranks
Interval Scale - number in between
Ratio Scale - ratio comparison

Projective techniques

-Association techniques
-Completion techniques
-Construction techniques
-Expressive techniques

Non-probability Sampling

-Convenience sampling
-Judgmental sampling
-Quota sampling
-Snowballing sampling

Probability Sampling

-simple random sampling
-systematic sampling
-stratified sampling
-cluster sampling

Sample design process

Define the population
Determine the sample frame
Choosing the sample techniques
Determine the sample size
Execute the sampling process

Questionnaire Design Checklist

Specification of the information needed
Determine the type of interviewing method
Determine the individual question content
Overcoming inability and unwillingness to answer
Choosing question structure
Choosing question wording
Determine the order of questions
Form and layout
Reproduction of the questionnaire
Pretesting