This is an introduction to marketing research methods. It covers the broad area of marketing information, which is used to assist in management decision making. The module will cover issues such as information sources, the process of research design, research methodologies and concepts. The aim of this module is provide the student with an understanding of the concepts and techniques of marketing research and its importance in decision making.
Research Design
Exploratory, Descriptive and Causal Research
Planning the research project
Developing researchable problems
Steps in solving problems
Costs of information
Developing the marketing research brief, proposal, schedule and budget
Secondary Research
Types of secondary data
The use of secondary data
Sources of secondary data (Internal and External sources)
Evaluation of the benefits and limitations of secondary data
Primary Research – Qualitative Methods
Classification and evaluation of qualitative research designs
Focus Groups
In-depth Interviews
Ethnography, netnography
Projective Techniques
Qualitative data analysis
Primary Research – Quantitative Methods
Classification and evaluation of research methods
Quantitative data collection methods; survey, observation and experiments
Survey methods; postal, personal, CATI/CAPI
Questionnaire Design
Questionnaire design
Measurement scales, ordinal, nominal, interval and ratio levels
Measurement of attitudes
Reliability and validity issues
Data protection and confidentiality
Field Work and Quality Control
Interviewing techniques
Fieldwork supervision, organisation and control
Data preparation, editing, coding and cleaning
Data Analysis
Quantitative data analysis Interpretation Statistical treatment of data Use of SPSS
Reports and Their Presentation
The written report
The oral report
Visual aids and their use
