Marketing Research

Part 1 Introduction to marketing research in decision making: marketing research role in marketing management; the marketing research business; the marketing research process; concept and example; the decision to undertake research. Part 2 Determine research design and data sources: research design and data sourcs; secondary data. Part 3 Develop the data collection procedure; the measurement process; attitude measurement; causal designs; data collection - exploratory research; data collection - conclusive research; designing data collection forms. Part 4 Sampling plan and data collection; the basics of sampling; simple random sampling and sample size; more complex sampling procedures; field operations. Part 5 Data analysis and reporting research findings; data processing; univariate analysis; multivariate data analysis - interdependence and dependence methods; reporting research findings. Part 6 Applications - demand measurement and forecasting; product research and test marketing; advertising research; distribution research and pricing research.