MKTG 452 Alfred Survey Method Is a Sample Population Structured Questionnaire Summary

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MKTG 452

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MKTG

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Marketing Research Outline
Chapter 1


Marketing research definition



Classification of marketing research (problem identification and problem solving)



Marketing research suppliers (internal and external)

Chapter 2


Problem definition in marketing research



Importance of problem definition



Outcome of a poor market research problem



Market research problem vs. management decision problem



Hypotheses

Chapter 3


Research design definition



Forms of research design



Conclusive vs. Exploratory research designs



Causal, descriptive and exploratory designs



Characteristics of research designs



Cross sectional vs Longitudinal design (differences, limitations and advantages)



Random sampling error and non-sampling error

Chapter 4


Primary and Secondary data (definition and differences)



Advantages and disadvantages of secondary data



Criteria for evaluating secondary data



Outcomes of secondary data

Chapter 6


Qualitative vs. Quantitative research (differences)



Defining and understanding:
➢ Depth interview
➢ Projective technique
➢ Association technique
➢ Focus group
➢ Word association
➢ Sentence completion
➢ Story completion



Forms of qualitative research

Chapter 7


Surveys (definition, advantages and disadvantages)



Personal vs Mechanical Observation



Types of survey methods (advantages and disadvantages)



Defining and understanding:
➢ Mail panels
➢ Content analysis
➢ Trace analysis

➢ In-home
➢ E-mail surveys
➢ Sample control


1

Marketing Research

Student’s Name
Institution
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Professor’s Name
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2
Marketing Research
Chapter 1
Marketing research involves the collection of relevant information to improve decision
making, identify opportunities, and to solve problems in marketing. The process of marketing
research is systematic. It involves identifying a problem (information need), collecting data
related to the problem, analyzing the data, dissemination, and using the collected information.
Marketing research seeks to collect relevant data that can be used to draw significant
conclusions.
Companies are keen on carrying marketing research to identify problems and make use of
the information to solve specific issues. Problem identification allows firms to determine matters
that affect the market and identify problems that might arise in the future. In research, problem
identification can be used in analyzing the characteristics of the market, market potential, and
sales. Problem identification in research seeks to define problems and identify solutions.
Marketing managers consider social, economic, and cultural trends to determine problems and
solutions in marketing.
Problem-solving involves identifying solutions to the issues identified as threats by an
organization. Problem-solving tends to address the different problems facing the market and
include distribution, pricing, market segmentation, and promotion. Marketing managers apply
problem-solving to identify solutions to ensure the continuity of their businesses. Problemsolving goes hand in hand with problem identification as there is a need to identify a problem to
generate suitable solutions in the market.

3
The industry of marketing research categorizes research suppliers as either internal or
external. Internal suppliers consist of a research department that is within the organization. The
research function highly relies on the size of the organization. In large organizations, the research
function is based at their headquarters, and the department caters to the research need of the
organization. The market research function for smaller firms is distributed according to the firms'
divisions. These divisions have their marketing research operations.
External suppliers consist of outside firms that are hired to provide research services.
They form alliances with different organizations in the research industry, which ensures
participating organizations access resources and expertise from various firms. These alliances are
a result of contractual agreements, mergers, or acquisitions. The services provided by external
suppliers can be either full or limited. Full service offers the entire range of marketing research
services from identifying a problem, data collection, analysis, interpretation, and presentation.
Full-service suppliers provide syndicated, customized, and internet services. Syndicated
services involve collecting data from different clients through...


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