Marketing Research

• Introduction
• Application of Marketing Research
• Marketing Research Management
• Role of Research
• Qualities of a Marketing Research Manager
• Marketing Research Function
• Hiring Outside Agencies

Marketing Research Process

• The Research Process
• Formulating the Research Problem
• Choice of Research Design
• Determining Sampling Design and Sampling Size
• Preparing the Research Report
• Evaluation and Control of Marketing Research

Scientific Method and Research Design

• Scientific Method
• Research Design
• Types of Research Design
• Causal Designs
• Method of Agreement
• Causal Inference Studies

Research and Data Objectives

• Research Objectives
• The Research Plan
• Specifying Data and Acquisition Methods

Research Communication

• Factors in Decisions on Media

Primary Data Collection

• Collection of Primary Data
• Using Diaries
• Questionnaire Design
• Interviewing
• The Role of Focus Groups
• Survey

Secondary Data Collection

• Methodological and Ethical Considerations
• Compatibility of the Data with Secondary Analysis
• Reporting of Original and Secondary

Sampling and Hypothesis

• Statistics Basics
• Data Basics
• Measurement Systems
• Some Basic Terms
• Types of Sample Designs
• Bases of stratification
• Characteristics of a Good Sample Design
• Determining the Sample Size

Data Processing and Analysis

• Data Preparation
• Data Validation
• Data Editing
• Coding
• Tabulation
• Data-Processing Methods

Multivariate Data Analysis

• Multivariate Analysis (MVA)
• Regression Analysis
• Cluster Analysis
• Factor Analysis
• Conjoint Analysis
• Correspondence Analysis
• Neural Network Models

Forecasting Methods

• Forecasting Basics
• Moving average and Exponential methods
• Decomposition method
• ARIMA Model

Presentation and Report writing

• Role of the Report
• Types of Reports
• Contents of the Report for Executives
• Principles OD Report Writing

Ethical Issues in Marketing Research

• Ethical Issues in Marketing Research
• Ethical Issues Involving the Treatment of Respondents
• Ethical Issues Relating to the Ethical Treatment of Researchers

Sales Analysis and Forecasting

• Sales Analysis and Forecasting
• Market Potential
• Methods of Estimating Demand

Advertising Research

• Importance of Advertising

Market Segmentation and Brand Positioning

• Market Segmentation
• Limitations of Psychographic Segmentation

Export Marketing Research

• Export Marketing Research Why Export?
• Problem s in Export Marketing Research
• Use of Secondary Data (Or Desk Research)

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