Marketing Manager

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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29
29
30
32

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14
14
16
18
20
22
22
23
26
27

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Marketing Research

Contents

In-depth interviews
Focus groups
Projective techniques
Conclusion

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34
36
37

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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References: 66 Hair, Joseph, Robert Bush, and David Ortinau (2003), Marketing Research: Within a