Download free books at BookBooN.com 4
Contents
Preface
1. Introduction to marketing research: Scientifi c research approach and Problem defi nition
1.1 Introduction
1.2 Marketing Research
1.2.1 The need for marketing research 1.2.2 Marketing research defi ned
1.3 Scientifi c marketing research process 1.3.1 Phase wise marketing research process 1.4 Defi ning a problem
1.4.1 The importance of defi ning a right problem
1.4.2 Converting management dilemma into research question 1.5 What marketing research cannot do?
1.6 Conclusion
2. Exploratory research design 2.1 Chapter summary
2.2 Research design and its importance in research
2.3 Classifi cation and differences between research designs 2.4 Exploratory research design
10 12 12 14 14 16 18 20 22 22 23 26 27 29 29 29 30 32
what‘s missing in this equation?
maeRsK inteRnationaL teChnoLogY & sCienCe PRogRamme
You could be one of our future talents
Are you about to graduate as an engineer or geoscientist? Or have you already graduated?
If so, there may be an exciting future for you with A.P. Moller - Maersk.
www.maersk.com/mitas
Please click the advert
Download free books at BookBooN.com 5
2.4.1 In-depth interviews 2.4.2 Focus groups
2.4.3 Projective techniques 2.5 Conclusion
3. Conclusive research design 3.1 Chapter summary
3.2 Conclusive research design 3.3 Descriptive design
3.3.1 Cross-sectional design 3.3.2 Longitudinal design
3.3.3 Advantages and disadvantages of cross-sectional and longitudinal designs 3.4 Causal designs
3.5 Survey methods 3.5.1 Personal interviews 3.5.2 Telephone interviews 3.5.3 Mail interviews 3.5.4 Online interviews 3.6 Observation
3.6.1 Methods of observation 3.7 Conclusion
33 34 36 37 38 38 39 40 42 43 44 45 47 48 50 51 51 52 54 54
Please click the advert
Download free books at BookBooN.com 6
4. Sampling
4.1 Chapter summary
4.2 Importance of sampling in marketing research 4.3 Sampling: basic constructs
4.4 Determining sample size
4.5 Classifi cation of sampling techniques 4.6 Probability sampling techniques 4.6.1 Simple random sampling 4.6.2 Systematic random sampling 4.6.3 Stratifi ed sampling
4.6.4 Cluster sampling
4.7 Nonprobability sampling techniques 4.7.1 Convenience sampling
4.7.2 Judgement sampling 4.7.3 Quota sampling 4.7.4 Snowball sampling
4.6 Selecting an appropriate sampling technique 4.7 Conclusion
5. Measurement and scaling 5.1 Chapter summary
5.2 Importance of measurement and scaling in marketing research 5.3 Scales of measurement: fundamental properties
5.3.1 Assignment property 5.3.2 Order property
55 55 55 56 58 58 59 59 60 61 61 62 62 62 62 64 64 64 66 66 66 67 67 67
www.job.oticon.dk
Download free books at BookBooN.com 7
5.3.3 Distance property 5.3.4 Origin property
5.4 Primary scales of measurement 5.4.1 Nominal scale
5.4.2 Ordinal scale 5.4.3 Interval scale 5.4.4 Ratio scale
5.5 Comparative and non-comparative scaling 5.6 Comparative scaling techniques
5.6.1 Paired comparison scaling 5.6.2 Rank order scaling 5.6.3 Constant sum scaling 5.6.4 Q-sort
5.7 Non-comparative scaling 5.7.1 Continuous rating scale 5.7.2 Itemized rating scale 5.7.2.1 Likert scale
5.7.2.2 Semantic differential scale 5.7.2.3 Stapel scale
5.8 Selecting an appropriate scale 5.9 Scale evaluation
5.9.1 Validity 5.9.2 Reliability 5.9.3 Generalizability 5.10 Conclusion
67 67 68 69 69 69 70 70 72 73 73 74 75 76 76 77 77 78 79 81 81 82 83 84 84
Please click the advert
Download free books at BookBooN.com 8
6. Questionnaire design 6.1 Chapter summary
6.2 Signifi cance of questionnaire building 6.3 Process of questionnaire design
6.3.1 Specifi cation of the information needed in researchable format 6.3.2 Selection of interview method
6.3.3 Determination of question composition 6.3.4 Determination of individual question content 6.3.5 Developing question order, form and layout 6.3.6 Pilot testing the questionnaire
6.4 Conclusion
7. Data preparation and preliminary data analysis 7.1 Chapter summary
7.2 Survey fi eldwork and data collection 7.3 Nature and scope of data preparation 7.3.1 Editing
7.3.2 Coding 7.3.3 Data entry 7.3.4 Data cleaning
7.4 Preliminary data analysis
7.5 Assessing for normality and outliers 7.7 Hypothesis testing
7.7.1 Generic process for hypothesis testing 7.8 Conclusion
86 86 86 87 87 87 88 89 91 91 92 93 93 93 94 95 96 97 98 99 101 102 102 106
Always aiming for higher ground.
Just another day at the office for a Tiger.
©2009 Accenture. All rights reserved.
Visit student.accentureforum.dk
Join the Accenture High Performance Business Forum On Thursday, April 23rd, Accenture invites top students to the High Performance Business Forum where you can learn how leading Danish companies are using the current economic downturn to gain competitive advantages. You will meet two of Accenture’s global senior executives as they present new original research and illustrate how technology can help forward thinking companies cope with the downturn.
Visit student.accentureforum.dk to see the program and register
Please click the advert
Download free books at BookBooN.com 9
8. Report preparation and presentation 8.1 Chapter summary
8.2 Importance of marketing research report 8.3 Reporting the results: key issues to remember 8.4 Generic marketing research report
8.5 What not to do when writing reports 8.6 Report presentation
8.7 Conclusion References
108 108 108 108 109 112 113 114 115
it’s an interestingworld
Get under the skin of it.
Graduate opportunities
Cheltenham | £24,945 + benefits
One of the UK’s intelligence services, GCHQ’s role is two-fold:
to gather and analyse intelligence which helps shape Britain’s response to global events, and, to provide technical advice for the protection of Government communication and information systems.
In doing so, our specialists – in IT, internet, engineering, languages, information assurance, mathematics and intelligence – get well beneath the surface of global affairs. If you thought the world was an interesting place, you really ought to explore our world of work.
www.careersinbritishintelligence.co.uk
Applicants must be British citizens. GCHQ values diversity and welcomes applicants from all sections of the community. We want our workforce to reflect the diversity of our work.
TOP GOVERNMENT
EMPLOYER
Please click the advert
