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Market Research - Course Slides
CONTENTS
1. Introduction
-Marketing Research
-Types of Market Research
-Research Methods
2.Qualitative Research Methods
- Focus Groups
- Depth Interview
- Projective Techniques
- Comparison of Qualitative Techniques
3. Observation Methods
4. Survey: Measurement and Scaling
- Intorduction
- Comparative Scales
- Non-comparative Scales
- Multi-item Scales
- Reliability and Validity
5.Questionnaire
- Asking Questions
- Overcoming Inability to Answer
- Overcoming Unwillingness to Answer
- Increasing Willingness of Respondents
- Determining the Order of Questions
- What’s Next?
6.Sampling
- Non-probability Sampling
- Probability Sampling
- Choosing Non-Probability vs. Probability Sampling
- Sample Size
7. Data Analysis:
A Concise Overview of Statistical Techniques
- Descriptive Statistics:
Some Popular Displays of Data
- Organizing Qualitative Data
- Organizing Quantitative Data
- Summarizing Data Numerically
- Cross-Tabulations
- Inferential Statistics:
Can the results be generalized to population?
- Hypothesis Testing
- Strength of a Relationship in Cross-Tabulation
- Describing the Relationship Between
Two (Ratio Scaled) Variables
8. Advanced Techniques of Market Analysis:
A Brief Overview of Some Useful Concepts
- Conjoint Analysis
- Market Simulations
- Market Segmentation
- Perceptual Positioning Maps
9. Reporting Results