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Mad Monk
Mad Monk

1. The document outlines the six main stages of the marketing research process: defining the problem, developing an approach, formulating a research design, collecting data, analyzing data, and preparing and presenting the report. 2. It discusses various methods for collecting primary and secondary data, including surveys, experiments, observation, and qualitative research techniques. 3. It also covers important considerations for marketing research such as questionnaire design, sampling, and ensuring samples are representative of the target population.

EducationTechnologyBusiness
1 of 26
1. Define the Problem ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. Developing an Approach to the Problem ,[object Object],[object Object],[object Object]
3. Formulating a Research Design ,[object Object],[object Object],[object Object],[object Object],[object Object]
4. Doing Field Work or Collecting Data ,[object Object],[object Object]
5. Preparing and Analyzing Data ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source of information
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source of information
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pros and Cons of Secondary Data
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Primary Data
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Survey
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Personal Interview
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Telephone Survey
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mail Survey
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Internet Survey
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Qualitative Research
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Focus Group Interview
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Obervational Method
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Experiment
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Questionnaire
[object Object],[object Object],[object Object],[object Object],[object Object],Questionnaire ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Sample selection
Reported daily TV consumption in hours Low frequency alternatives Up to ½ ½ to 1 1 to 1½ 1½ to 2 2 to 2½ More than 2½ High Frequency alternatives Up to 2½ 2½ to 3 3 to 3½ 3½ to 4 4 to 4½ More than 4½ Schwarz et al. (1985)
Reported daily TV consumption in hours Low frequency alternatives % Up to ½ 7.4 ½ to 1 17.7 1 to 1½ 26.5 1½ to 2 14.7 2 to 2½ 17.7 More than 2½ 16.2 High Frequency alternatives % Up to 2½ 62.5 2½ to 3 23.4 3 to 3½ 7.8 3½ to 4 4.7 4 to 4½ 1.6 More than 4½ 0 Schwarz et al. (1985)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sample
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sampling
Summary ,[object Object],[object Object],[object Object]

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problem

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  • 22. Reported daily TV consumption in hours Low frequency alternatives Up to ½ ½ to 1 1 to 1½ 1½ to 2 2 to 2½ More than 2½ High Frequency alternatives Up to 2½ 2½ to 3 3 to 3½ 3½ to 4 4 to 4½ More than 4½ Schwarz et al. (1985)
  • 23. Reported daily TV consumption in hours Low frequency alternatives % Up to ½ 7.4 ½ to 1 17.7 1 to 1½ 26.5 1½ to 2 14.7 2 to 2½ 17.7 More than 2½ 16.2 High Frequency alternatives % Up to 2½ 62.5 2½ to 3 23.4 3 to 3½ 7.8 3½ to 4 4.7 4 to 4½ 1.6 More than 4½ 0 Schwarz et al. (1985)
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