Market Research

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Course Contents http://wikieducator.org/Research
Q&A - What is the role of sampling in market research?
Market research involves the collection of data to obtain insight and knowledge into the needs and wants of customers and the structure and dynamics of a market. In nearly all cases, it would be very costly and time-consuming to collect data from the entire population of a market. Accordingly, in market research, extensive use is made of sampling from which, through careful design and analysis, marketers can draw information about the market. Designing the sample: Sample design covers the method of selection, the sample structure and plans for analyzing and interpreting the results. Sample designs can vary from simple to complex and depend on the type of information required and the way the sample is selected. Sample design affects the size of the sample and the way in which analysis is carried out. In simple terms the more precision the market researcher requires, the more complex will be the design and the larger the sample size. The sample design may make use of the characteristics of the overall market population, but it does not have to be proportionally representative. It may be necessary to draw a larger sample than would be expected from some parts of the population; for example, to select more from a minority grouping to ensure that sufficient data is obtained for analysis on such groups. Many sample designs are built around the concept of random selection. This permits justifiable inference from the sample to the population, at quantified levels of precision. Random selection also helps guard against sample bias in a way that selecting by judgement or convenience cannot. Defining the Population: The first step in good sample design is to ensure that the specification of the target population is as clear and complete as possible to ensure that all elements within the population are represented. The target population is sampled using a sampling frame. Often the units in the population can be identified by existing information; for example, payrolls, company lists, government registers etc. A sampling frame could also be geographical; for example postcodes have become a well-used means of selecting a sample. Module I: Nature and Scope of Marketing Research

Marketing research as input in decision making process, Marketing research and marketing information system. Applications of marketing research, planning a research project: Problem identification and formulation. Research Design: Exploratory, Descriptive and Experimental research designs, Market research on the Internet

Module II: Data Collection Methods
Observation Methods and Questionnaire Method, Questionnaire Design: Steps in constructing a questionnaire, types of questions, Attitude measurement and Scaling techniques: Ratio, interval, ordinal and nominal scales. Sampling frame, Review of sample selection methods- Probability and non- probability, sample size.

Module III: Data Collection and Field Force
Field work procedure. Common sources of Error in the Field Work. Minimizing Fieldwork Errors, Tabulation of the Collected Data.

Module IV: Data Analysis
Multivariate Techniques-Factor Analysis, Conjoint Analysis, Cluster Analysis. Discrimental Analysis, Multidimensional Scaling.

Module V: Report Writing
Pre-Writing Considerations, Format of the Marketing Research Report, Common Problems Encountered when Preparing the Marketing Research Report. Presenting the Research Report.

Module I: Nature and Scope of Marketing Research
Marketing research as input in decision making process, Marketing research and marketing information system. Applications of marketing research, Planning a research project: Problem identification and formulation. Research Design: Exploratory, Descriptive and Experimental research designs, Market research on the Internet

Marketing research is the systematic gathering, recording, and analysis of data about issues...
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