Market Research

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FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS
Rome, 1997
This publication has previously been issued as
ISBN 92-851-1005-3
by the FAO Regional Office for Africa.
The designations employed and the presentation of material in this publication do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. | M-62

ISBN 92-5-103905-4
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying or otherwise, without the prior permission of the copyright owner. Applications for such permission, with a statement of the purpose and extent of the reproduction, should be addressed to the Director, Information Division, Food and Agriculture Organization of the United Nations, Viale delle Terme di Caracalla, 00100 Rome, Italy. © FAO 1997

This electronic document has been scanned using optical character recognition (OCR) software and careful manual recorrection. Even if the quality of digitalisation is high, the FAO declines all responsibility for any discrepancies that may exist between the present document and its original printed version.

Table of Contents

Preface
Chapter 1: The Role Of Marketing Research
Chapter Objectives
Structure Of The Chapter
The role and limitations of marketing research
A definition of marketing research
The purpose of the research
Clear, concise, attainable, measurable and quantifiable objectives The need to set a time horizon for marketing research
A reporting period
The research proposal
Step 1: Problem definition
Step 2: Hypothesis generation
Step 3: Decision on type of study
Step 4: Decision on data collection method
Step 5: Development of an analysis plan
Step 6: Data collection
Step 7: Analysis of data
Step 8: Drawing conclusions and making recommendations
Chapter Summary
Key Terms
Review Questions
Chapter References
Chapter 2: Secondary Sources Of Information
Chapter Objectives
Structure Of The Chapter
The nature of secondary sources of information
The problems of secondary sources
Sources of information
Internal sources of secondary information
External sources of secondary information
The information super-highway
Chapter Summary
Key Terms
Review Questions
Chapter References
Chapter 3: Levels Of Measurement And Scaling
Chapter Objectives
Structure Of The Chapter
Levels of measurement
Nominal scales
Measurement scales
Comparative scales
Noncomparative scales
Chapter Summary
Key Terms
Review Questions
Chapter References
Chapter 4: Questionnaire Design
Chapter Objectives
Structure Of The Chapter
The qualities of a good questionnaire
Preliminary decisions in questionnaire design
Choose the method(s) of reaching target respondents
Decide on question content
Develop the question wording
Disadvantages are also present when using such questions
Closing questions
Physical appearance of the questionnaire
Piloting the questionnaires
Chapter Summary
Key Terms
Review Questions
Chapter References
Chapter 5: Personal Interviews
Chapter Objectives
Structure Of The Chapter
Types of personal interview
Conducting the interviews
Respondent induced bias
Focus group interviews
Problems with group interviews
Role of the researcher/moderator in discussion group
Constructing the interview schedule
Chapter Summary
Key Terms
Review Questions
Chapter References
Chapter 6: Experimentation
Chapter Objectives
Structure Of The Chapter
A definition of experiments
Basic concepts in experimentation
Inferring causal relationships
Impediments to valid results from experiments
Internal validity
External validity
Experimental designs
The "After-only with control group"...
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