There has been much confusion about what marketing research and market research are. Marketing research has often been called market research. Many authors have been worried about the terminology, and they have even called their books different names like ‘research for marketing decision’ in other to overcome the problem. In this book the subject matter is referred to as marketing research. This book provides an introduction to the abilities necessary for conducting or commissioning such marketing research projects. It’s written for two target groups or audiences:
Undergraduate, HND in addition as postgraduate students in business and marketing research, and Practitioners wishing to understand more about marketing research, or people who need a practical, yet theoretically sound, reference.
TABLE OF CONTENT
Preface
About the Author
CHAPTER 1: DESCRIPTION OF MARKETING RESEARCH
OBJECTIVES
MARKETING RESEARCH AND DECISION -MAKING
APPORTIONMENT OF MARKETNG RESEARCH
CUSTOMER OR MARKET RESEARCH
Limitations of Marketing Research
CHAPTER 2: THE PHASES OF THE MARKET RESERACH PROCESS
OBJECTIVES
Phase 1. Identify and define the opportunity or threat
Phase 2. Determine the objectives of the research
Phase 3. Design the research and the methods to be used
Phase 4: Collect the data
Phase 5: Analyze the data
Phase 6: Report on the finding
Chapter 3: RESEARCH BRIEFS AND PROPOSALS
OBJECTIVES
RESEARCH BRIEFS
RESEARCH PROPOSALS
CHAPTER 4: ORIGINS OF RESEARCH INFORMATION
OBJECTIVES
Primary Sources
Secondary Sources
LIBRARIES AND PROFESSIONAL ORGANISATIONS
Information sources for statistics
CHAPTER 5: RESEARCH DESIGN
OBJECTIVES
EXPLORATORY RESEARCH
Descriptive Research
CHAPTER 6: SAMPLING
OBJECTIVES
Key element involved in devising a sampling plan
THE SAMPLING FRAME
SAMPLING METHODS
SAMPLING IN PRACTICE
THE SIZE OF THE SAMPLE
CHAPTER 7: SURVEYS
OBJECTIVES
Postal surveys
PERSONAL INTERVIEWS
Telephone Surveys
SELF –ADMINISTERED SURVEYS PANELS
SYNDICATED RESEARCH SERVICES
OMNIBUS STUDIES
INTERACTIVE RESEARCH
CHAPTER 8: QUESTIONNAIRES
OBJECTIVES
STRUCTURE OF THE QUESTIONNAIRE
Impact of survey method on questionnaire design
STAGES IN THE DEVELOPMENT OF A QUESTIONNAIRE
QUESTIONNAIRE DESIGN AND CONSTRUCTION
BIASED WORDS AND LEADING OR LOADED QUESTIONS
Computer-assisted questionnaires
INTRODUCING A QUESTIONNAIRE
RELIABILITY AND VALIDITY IN QUESTIONNAIRE DESIGN
CHAPTER 9: QUALITATIVE RESEARCH
OBJECTIVES
FOCUS GROUPS
OTHER GROUP RESEARCH METHODS
Industrial focus groups
Other Qualitative Research Methods
CASE STUDIES
Case study 1. Shopping Centre Project
Case Study 2: XY Motors
Case Study 3: The EB Company
REFERENCES
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