Marketing Research

Paurav Shukla Marketing Research Download free ebooks at bookboon.com 2 Marketing Research © 2008 Paurav Shukla & Ventus Publishing ApS ISBN 978-87-7681-411-3 Download free ebooks at bookboon.com 3 Marketing Research Contents Contents Preface 10 1. Introduction to marketing research: Scientific research approach and 12 Problem defi nition 1.1 Introduction 12 1.2 Marketing Research 14 1.2.1 The need for marketing research 14 1.2.2 Marketing research defi ned 16 1.3 Scientific marketing research process 18 1.3.1 Phase wise marketing research process 20 1.4 Defining a problem 22 1.4.1 The importance of defining a right problem 22 1.4.2 Converting management dilemma into research question 23 1.5 What marketing research cannot do? 26 1.6 Conclusion 27 2. Exploratory research design 29 2.1 Chapter summary 29 2.2 Research design and its importance in research 29 2.3 Classification and differences between research designs 30 2.4 Exploratory research design 32 The next step for top-performing graduates Masters in Management Designed for high-achieving graduates across all disciplines, London Business School’s Masters in Management provides specific and tangible foundations for a successful career in business. This 12-month, full-time programme is a business qualification with impact. In 2010, our MiM employment rate was 95% within 3 months of graduation*; the majority of graduates choosing to work in consulting or financial services. As well as a renowned qualification from a world-class business school, you also gain access to the School’s network of more than 34,000 global alumni – a community that offers support and opportunities throughout your career. For more information visit www.london.edu/mm, email mim@london.edu or give us a call on +44 (0)20 7000 7573. * Figures taken from London Business School’s Masters in Management 2010 employment report Download free ebooks at bookboon.com 4 Marketing Research 2.4.1 In-depth interviews 2.4.2 Focus groups 2.4.3 Projective techniques Contents 33 34 36 2.5 Conclusion 37 3. Conclusive research design 38 3.1 Chapter summary 38 3.2 Conclusive research design 39 3.3 Descriptive design 40 3.3.1 Cross-sectional design 42 3.3.2 Longitudinal design 43 3.3.3 Advantages and disadvantages of cross-sectional and longitudinal designs 44 3.4 Causal designs 45 3.5 Survey methods 47 3.5.1 Personal interviews 48 3.5.2 Telephone interviews 50 3.5.3 Mail interviews 51 3.5.4 Online interviews 51 3.6 Observation 52 3.6.1 Methods of observation 54 3.7 Conclusion 54 Teach with the Best. Learn with the Best. Agilent offers a wide variety of affordable, industry-leading electronic test equipment as well as knowledge-rich, on-line resources —for professors and students. We have 100’s of comprehensive web-based teaching tools, lab experiments, application notes, brochures, DVDs/ CDs, posters, and more. © Agilent Technologies, Inc. 2012 See what Agilent can do for you. www.agilent.com/find/EDUstudents www.agilent.com/find/EDUeducators u.s. 1-800-829-4444 canada: 1-877-894-4414 Download free ebooks at bookboon.com 5 ... - tailieumienphi.vn