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Paurav Shukla

Marketing Research

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2

Marketing Research
© 2008 Paurav Shukla & Ventus Publishing ApS
ISBN 978-87-7681-411-3

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Contents

Marketing Research

Contents
Preface

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12

1.1
1.2
1.2.1
1.2.2
1.3
1.3.1
1.4
1.4.1
1.4.2
1.5
1.6

Introduction to marketing research: Scientific research approach and Problem definition
Introduction
Marketing Research
The need for marketing research
Marketing research defined
Scientific marketing research process
Phase wise marketing research process
Defining a problem
The importance of defining a right problem
Converting management dilemma into research question
What marketing research cannot do?
Conclusion

2.
2.1
2.2
2.3
2.4

Exploratory research design
Chapter summary
Research design and its importance in research
Classification and differences between research designs
Exploratory research design

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Marketing Research

Contents

In-depth interviews
Focus groups
Projective techniques
Conclusion

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3.
3.1
3.2
3.3
3.3.1
3.3.2
3.3.3
3.4
3.5
3.5.1
3.5.2
3.5.3
3.5.4
3.6
3.6.1
3.7

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2.4.1
2.4.2
2.4.3
2.5

Conclusive research design
Chapter summary
Conclusive research design
Descriptive design
Cross-sectional design
Longitudinal design
Advantages and disadvantages of cross-sectional and longitudinal designs Causal designs
Survey methods
Personal interviews
Telephone interviews
Mail interviews
Online interviews
Observation
Methods of observation
Conclusion

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Marketing Research

Contents

4.
4.1
4.2
4.3
4.4
4.5
4.6
4.6.1
4.6.2
4.6.3
4.6.4
4.7
4.7.1
4.7.2
4.7.3
4.7.4
4.6
4.7

Sampling
Chapter summary
Importance of sampling in marketing research
Sampling: basic constructs
Determining sample size
Classification of sampling techniques
Probability sampling techniques
Simple random sampling
Systematic random sampling
Stratified sampling
Cluster sampling
Nonprobability sampling techniques
Convenience sampling
Judgement sampling
Quota sampling
Snowball sampling
Selecting an appropriate sampling technique
Conclusion

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5.
5.1
5.2
5.3
5.3.1
5.3.2

Measurement and scaling
Chapter summary
Importance of measurement and scaling in marketing research
Scales of measurement: fundamental properties
Assignment property
Order property

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