|
Introduction to marketing research: Types of marketing research, scope and function of research, marketing research process.
Conceptual framework of a research study: Decision problem, research problem and research questions
Conceptual framework of a research study: Analytical model, hypotheses and the use of past research in developing new studies.
Exploratory and confirmatory research designs: Overview of popular qualitative and quantitative methods
Qualitative research: Focus group interviews
Qualitative research: Focus group interviews cont.
Qualitative research: Depth interviews, projective techniques and methods of qualitative data analysis
Survey methods: Primary and comparative scales of measurement.
Survey methods: Non-comparative measurement scales and principles of questionnaire design.
Survey methods: Designing digital questionnaires and common errors in questionnaire design.
Sample size and sample collection methods
Survey data coding, transcribing and cleaning.
Introduction to software for statistical data analysis in marketing research
Overview of selected specialist applications of marketing research
Marketing research and marketing information system.
|
