Introduction to Marketing Research

• What is Business Research
• Defining Marketing Research
• Importance of Marketing Research
• Market Research VS Market Research
• Top 10 Market research Activities
• Redefining Marketing Research
• Classification of Marketing Research
• Problem Solving Research

Role of Marketing Research

• Selected Marketing Research Career Descriptions
• Scope Of Marketing Research
• Limitations Of Marketing Research
• Industrial VS Customer Marketing Research
• Ethical Issues in Marketing Research
• Marketing Research Organization in India
• Role of Information in Marketing Research
• Use of Internet in Marketing Research

Marketing Research Process

• Process
• When Not to Conduct Marketing Research
• Chain Restaurant Study
• Problem Defining Process
• Problem Audit
• Seven C’s of Interaction
• Factors to be Considered in the Environmental Context of the Problem

Problem Definition & Approaches to Problem

• Management Decision Problem VS Marketing Research Problem
• Proper Definition of the Research Problem
• Department Store Project (Problem Definition)
• Components of an Approach
• Role of theory in Applied Marketing Research
• Models
• Research Questions and Hypothesis

  Types Of Marketing Research

• By Objectives
  • Experimental
  • Descriptive
  • Causal
• By Data Source
  • Primary
  • Secondary
• By Methodology
  • Qualitative
  • Quantitative
• Market Research Proposal

Research Design

• Definition
• Classification of Market Research Designs
  • Exploratory
  • Descriptive
  • Causal
• Cross Sectional Designs
• Longitudinal Designs
• Uses of Research Designs
• Errors in Marketing Research

  Research Design

• Definition
• Classification of Market Research Designs
  • Exploratory
  • Descriptive
  • Causal
• Cross Sectional Designs
• Longitudinal Designs
• Uses of Research Designs
• Errors in Marketing Research

  Source Of Data

• Comparison of Primary & Secondary Data
• Criteria for Evaluating Secondary Data
• Classification of Secondary Data
• Classification of Computerized Database
• Classification of Syndicate Services
• Classification of International Resources
• Classification of Primary Data
• Qualitative VS Quantitative Research

Exploratory Research Design: Qualitative Research

• Classification of Qualitative Research Procedures
• Focus Groups
• Depth Interview techniques
• Definition of Projective Techniques
• Advantages & Disadvantages of Projective Techniques
• Comparisons Between Focus Groups, Depth Interviews and Projective Techniques
• Online Focus Groups
• Advantages & Disadvantages of Online Focus Groups

Descriptive Research Design Survey Method

• Classification of Survey Method
• Advantages & Disadvantages
• Comparative Evaluation of Survey Methods

Observation Method

• Classification of Observation Method
• Advantages & Disadvantages
• Comparative Evaluation of Observation Methods

Causal Research Design: Experimentation

• Experimental Research
• Types of Variables
• Classification of Experimental Designs
  • Pre Experimental Designs
  • True Experimental
  • Quasi Experimental
  • Statistical
• Criteria for the Selection of Test Marketing
• Selecting a Test Marketing Strategy

Measurements & Scaling

• What is to be Measured
• Operational Definitions
• Types of Scales
  • Nominal
  • Ordinal
  • Interval
  • Ratio
• Characteristics and Properties of Scales
• Primary Scales of Measurements
• Classification of Scaling Techniques
• Comparison of Scaling Techniques

Comparative Scaling Techniques

• Paired Comparison Scaling
• Rank Order Scaling
• Constant sum Scaling
• Q Sort Scaling

Non Comparative Scaling Techniques

• Attitude Defines
• Attitude Measurement & Process
• Attitude Rating Scales
• Non Comparative Scaling Techniques
  • Continuous Rating Scales
  • Itemized Rating Scales
    • Likert Scale
    • Semantic Differential
    • Stapel Scale
  • Number of Scale Categories
  • Choosing a Scale
  • Basic Non Comparative Scales

Sampling Design & Procedure

• Sample VS Census
• Sampling Design Process
• Define the Target Population
• Classification of Sampling Techniques
• Strength and Weaknesses of Basic Sampling Techniques
• Choosing Non Probability VS Probability Sampling

Questionnaire & Form Design

• Questionnaire Definition & Objectives
• Questionnaire Designing Process
• Effect of Interview Method on Questionnaire Design
• Choosing Question Wording
• Determining the Order of the Questions
• Form & Layout
• Reproduction of the Questionnaire
• Pretesting
• Observational Forms
• Questionnaire Design Checklist

Field Work

• Field Work/Data Collection Process
• Selection Of Field Work
• General Qualification of Field Workers
• Training Of Field Workers
• Guidelines on Interviewer Training & Supervision The Council of American Survey Research Organizations
• Supervision of Fieldworkers
• Validation Of Fieldwork
• Evaluation of Fieldworkers

Data Presentation

• Data Preparation Process
• Questionnaire Checking
• Editing
• Coding
• Data Transcription
• Selecting a Data Analysis Strategy
• Classification of Univariate Techniques
• Classification of Multivariate Techniques
• Nelsen’s Internet Survey

Frequency Distribution & Hypothesis Testing

• Frequency Distribution of Familiarity with the Internet
• Statistics Associated with Frequency Distribution Measures of
  • Location
  • Variability
  • Shape
• Skewness of Distribution
• Steps involved in Hypothesis Testing

Cross Tabulation

• Two Variables Cross Tabulation
• Gender and Internet Usage
• Statistics Association With Cross-Tabulation Chi-Square
• Cross Tabulation in Practice

Report Preparation & Presentation

• Importance of the Report and Presentation
• Report Preparation and Presentation Process
• Report Format
• Elrick & Laividge Guidelines
• Report Writing
• Guidelines For Tables
• Guidelines For Graphs
• Oral Presentation
• Reading Research Report
• Research Follow up
• SPSS Window

Marketing Research  : Applications

• Assessing Market Potential : Sales Forecasting
• Describing a Market
• Predicting Future Demand
• Approaches To Sales Forecasting
• Segmentation Research
• Product Research
• Price Research
• Promotion Research
• Advertising Research
• Message Research Pre-test & Post-test
• Media Research

Hypothesis Testing Related to Differences

• Classification of Hypothesis Testing Procedures for Examining Differences (univariate)
• Parametric Tests Hypothesis Testing Using the t Statistic
• t Test
• z Test
• Two Independent Samples Means
• Two Independent Samples F Statistic
• Two Independent Samples t test
• Two Independent Samples Proportions
• Paired Samples