Research techniques that allow a researcher to obtain elaborate interpretations of market
phenomena without depending on numerical measurements.
1. Uses small versus large samples
2. Emphasizes unstructured (broad ran
THE MARKETING RESEARCH PROCESS
The stages of the research process are:
1. Problem discovery and definition
2. Choice of research design (strategy)
5. Data gathering
6. Data analysis and interpretation
7. Conclusions and report
Chapter 1 Review
Introduction to Marketing Research and its Role in a Firm
At the end of the discussion you should be able to:
1. define marketing research
2. identify and explain key concepts in the definition of marketing research
IMPORTANCE OF PROBLEM DEFINITION
1. A problem well defined is half solved
2. The formulation of the problem is often more essential than its solution. (Albert Einstein)
3. How the problem is framed determines what solution is obtained
The two Christian p
Data gathered and recorded by someone else prior to, and for a purpose other than the
current research project.
Usually historical and requires no direct access to respondents or subjects
Advantages of Secondary Data
Easy availability Seco
Some Approaches to Measuring Hypothetical Constructs (e.g. Attitudes)
Following are approaches that have been used to measure psychological constructs:
Physiological Measures, e.g.:
Galvanic skin response (Galvanometer).
Pupil dilations (Pupilometer).
The process of checking and adjusting responses in the completed questionnaires for omissions,
legibility, and consistency and readying them for coding and storage
Types of Editing
1. Field Editing
Preliminary editing by a field supervisor on the
THE NATURE OF MEASUREMENT
The process of assigning numbers or scores to attributes of people or objects.
The process of describing some property of a phenomenon of interest by assigning
numbers in a reliable and valid way
Precise measurement requires:
Alternative Question Formats
Open-ended Questions in which the respondent answers in his own words
Closed-ended (or Fixed Alternative) Question in which respondent selects one or more
options from pre-determined set of responses
Simple dichotomy Closed e
Definition of Survey Research
A method of primary data collection based on communication with a representative
sample of individuals (called respondents).
Key Concepts in the Definition
Uses of Sur
Broad Classification of Communication Methods in Survey Research
Interviewer-administered survey methods
(Respondent) Self-administered survey methods.