Introduction to Marketing Research

Introduction to Marketing Research : Contents

Detailed Table of Contents

PART I. NATURE OF MARKETING RESEARCH

Introduction to Marketing Research: Marketing research defined, Need for marketing research, Function of marketing research, Practice of marketing research, Manager-Researcher relationship, The Arrangement of topics in the textbook

PART II. RESEARCH PROCESS AND DESIGN

Scientific Method: Scientific method and its characteristics, Styles of thinking, The thought process, Scientific method in marketing as compared to physical sciences, Terminology used in scientific method.
Research Proposal and Design: Basic and applied research, What is good research?, Research objectives, Types of research, Benefits of research design, Research proposal, Types of research proposal, Structuring the research proposal, Evaluating the research proposal

The Research Process: Steps in the research process, Problems in research process

Types of Research: Use of exploratory research, Design of exploratory studies, Conclusive research, Causal research, Experimentation

PART III. SOURCES AND METHODS OF COLLECTING DATA

Secondary Data: The nature of secondary data, Advantages of secondary data, Disadvantages of secondary data, Evaluating secondary data, Types of secondary data

Commercial Surveys, Audits and Panels: Commercial surveys, Audits , Panels, Applications of Commercial Surveys, Audits and Panels

Survey Research: Types of interviews, Types of surveys, Criteria for the selection of a survey method, Importance of the questionnaire, Advantages of the questionnaire, Disadvantages of the questionnaire

Instruments for Respondent Communication: Instrument design, Overcoming instrument problems

Experimentation: Types of experiments on the basis of experimental settings, Factors affecting validity in experimentation, Designs of Experiments

Data Collection and Errors: Fieldwork Procedure, Common sources of error in fieldwork

PART IV. MEASUREMENT IN MARKETING RESEARCH

Measurement in Marketing Research: Concept of measurement, Scales of measurement, Components of measurement, Accuracy, Reliability, Validity

Attitude Measurement: The General methods of collecting attitudinal data, The Specific methods of collecting attitudinal data, Direct response attitude scales, Measuring emotions, Choice of a scale, Derived attitude scales, Perceptual mapping, Multidimensional scaling

Observation and Physiological Measures: Behavioral and non-behavioral observation, Evaluation of observational method, The observer subject relationship, Conducting an observational study, Unobtrusive measures, Physiological measures

PART V. SAMPLING AND DATA ANALYSIS

Sampling: The sampling terminology, The need for sampling, Characteristics of a good sample, Sampling designs, Calculation of sample size, Types of sample designs

Preparation and Tabulation of Data: Data editing, Variable development, Data entry, Data mining

Tests of Significance: Method of Hypothesis Testing, Parametric Tests, Chi Square Analysis

Bivariate Measures of Association: Cross tabulations, Scatter diagram, Regression analysis, Correlation analysis, Linear Discriminant Analysis, Automatic interaction detector

Multivariate Measures of Association: Multiple Regression, LISREL, Conjoint Analysis, Factor Analysis, Cluster Analysis

Analysis of Variance (ANOVA): Univariate ANOVA, Multivariate ANOVA, ANOVA for Randomized Block Design, ANOVA for Latin Square Design, ANOVA with interaction: Factoral Design , Analysis of Covariance

Marketing Research Reports: Role of Reports, Written Reports, Oral presentations, Presentation of Statistics, Evaluation of Reports

PART VI. APPLICATION OF MARKETING RESEARCH

Market Segmentation: Market segment descriptors, Segment attractiveness criteria, Market strategy formulation, Methods of segmentation

New Product Development: The design of a product, Product testing, Test marketing

Advertising Research: Advertising objectives, Copy testing, Media selection, Media scheduling, Media models
Market and Sales Analysis Research: Market Potential Analysis, Sales Forecasting, Sales Analysis

PART VII. MANAGING MARKETING RESEARCH AND ETHICAL ISSUES

Managing Marketing Research: Managing marketing research department, Clients' research management concern, Marketing research agencies, Resources for marketing research, Client researcher interface

Ethics in Marketing Research: Ethical Issues in Marketing Research, Rights of Various Entities of Research Process, Corporate Espionage