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An introductory course into survey and marketing research.
CONTENTS
1. Introduction
1.1 Market Research and Survey
1.2 Types of Market Research
2. Survey: Measurement and Scaling
2.1 Introduction
2.2 Comparative Scales
2.3 Non-Comparative Scales
2.4 Multi-item Scales
2.5 Reliability and Validity
3. Questionnaire
3.1 Asking Questions
3.2 Overcoming Inability to Answer
3.3 Overcoming Unwillingness to Answer
3.4 Increasing Willingness of Respondents
3.5 Determining the Order of Questions
3.6 What’s Next?
4. Sampling
4.1 Non-probability Sampling
4.2 Probability Sampling
4.3 Choosing Non-probability vs. Probability Sampling
4.4 Sample Size
5. Data Analysis: A Concise Overview of Statistical Techniques
5.1 Descriptive Statistics: Some popular Displays of Data
5.1.1 Organizing Qualitative Data
5.1.2 Organizing Quantitative Data
5.1.3 Summarizing Data Numerically
5.1.4 Cross-Tabulations
5.2 Inferential Statistics: Can the Results Be Generalized to Population?
5.2.1 Hypotheses Testing
5.2.2 Strength of a Relationship in Cross-Tabulation
5.2.3 Describing the Relationship between Two (Ratio Scaled) Variables
6. Advanced Techniques of Market Analysis: A Brief Overview of Some Useful Concepts
6.1 Conjoint-Analysis
6.2 Market Simulations
6.3 Segmentation
6.4 Perceptual Positioning Maps
7. Reporting Results