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Click to edit Master subtitle style 9/13/11 Exploratory & observational designs & data collection Chapter 4
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The Role & Value of Marketing Research Information Marketing Research for Managerial Decision Making The Marketing Research Process and Proposal Designing the Marketing Research Project Secondary Data, Literature Reviews, & Hypotheses Exploratory and Observational Research Descriptive and Causal Research Gathering and Collecting Accurate Data Sampling: Theory & Methods Measurement and Scaling Designing the Questionnaire Data Preparation, Analysis, & Reporting of Results Qualitative Data Analysis Quantitative Data Analysis Communicating Marketing Research Findings Organizing Framework
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9/13/11 Learning Objectives Identify major differences between Understand in-depth interviews Explain focus groups & how to conduct them Outline ethnography, case studies, & projective techniques as qualitative research methods
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9/13/11 Causal Research Research Design Descriptive Research Exploratory Research
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9/13/11 Quantitative vs. Qualitative Research Quantitative research Qualitative research
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9/13/11 Quantitative vs. Qualitative Research Quantitative Validation of facts, estimates, relationships Mostly structured Good representation of target
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This note was uploaded on 09/12/2011 for the course MKTG 350 taught by Professor Worsham during the Spring '10 term at South Carolina.

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4 - Chapter 4 Click to edit Master subtitle style...

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