Market Research

Chapter 1

What is Marketing Research?

The big picture notion of Questions and Answers

What are the 6 steps of Marketing Research according to our textbook?

What is the basic structure of the marketing research industry?

The importance of Ethics by all parties in all aspects of Marketing Research

Chapter 2

The importance of defining the problem

Things to do to get a better handle on the problem (top of figure 2.1)

The management decision problem vs. marketing research problem

Stating the marketing research problem broadly and in specific components

Chapter 3

Research design

Exploratory vs. conclusive research

Methods of doing exploratory research

Descriptive vs. causal research

Random sampling error vs. Nonsampling error

Response error vs. nonresponse error

Chapter 4

What is secondary data vs. primary data?

Advantages and disadvantages of secondary and primary data

How to evaluate the quality of secondary data?

Internal vs. External secondary data

Chapter 5

Qualitative research vs. quantitative research

What are focus groups?

Advantages and Disadvantages of focus groups

What are depth interviews?

Advantages and disadvantages of depth interviews

What are projective techniques?3

Chapter 6

Survey research

Fixed alternative questions

Open-ended/Unstructured questions

Modes of survey administration

The rise of the Internet in survey-based marketing research

Response rates

Observation research

Ethnography

Mystery Shopping

Chapter 7

What is causal research?

Three conditions for inferring causation

Independent, dependent and extraneous variables

Experiments and Experimental design

Internal and External validity

Pretest-Posttest Control Group design

Lab vs. Field Experiments

Test Markets – standard, simulated

Chapter 8

Definition of Measurement

What is scaling?

Nominal, Ordinal, Interval, and Ratio levels of measurement

Comparative scales

Chapter 9

Non-comparative scales

Itemized scales: Likert scales, Semantic...