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Marketing Research, definition, Reading, definition, definition, Reading,…

- - - - Sampling Plan
        
        Research Instruments
        
        Questionnaires
        
        Closed Ended or MCQs
        
        Open-Ended Questions
        
        Dichotomous Questions
        
        Semantic Differential Questions
        
        Likert Scale Questions
        
        Mechanical Instruments
        
        Types of Samples
        
        Probability
        
        Simple Random
        
        Random equal selection
        
        Stratified Random
        
        Random samples from mutually exclusive groups
        
        Cluster (area)
        
        Divided into mutually exclusive groups
        
        Non-Probability
        
        Convenience
        
        Easiest people to obtain information from
        
        Judgement
        
        Selection by judgement & choice
        
        Quota
        
        Prescribed number of people in each category
        
        A subset of the population to represent the whole population
      - Telephone
      - Face to Face Interviews/ Focus Group Interviews
      - Experimental
      - Online
    - - eg. people watching, social listening
    - - eg. interviews, google forms
- - - - Disadvantages
        
        Out of date
        
        Not Specific Enough
        
        Internal
      - Advantages
        
        Inexpensive
        
        Time Savings
    - - Internal
        
        Outcomes (e.g. actual sales/ customer
        orders, customer communications)
        
        Inputs (e.g. budgets and expenses,
        sales call reports, customer data)
      - External
        
        Census Reports
        
        Trade Associations
        
        Business Periodicals
        
        Internet based Reports
- - - - Time
      - Money
    - - Descriptive
        
        describes things, markets, market potential for a product, demographics, consumers’ attitudes, environment, competition
        
        Methods
        
        Observations
        
        Surveys
        
        Online Surveys
        
        Telephone Surveys
        
        Personal Administered Surveys
      - Exploratory
        
        provides ideas about a relatively vague problem
        
        suggests hypotheses
        
        Method
        
        In-depth Interviews
        
        Focus Group Discussions
      - Causal
        
        tries to determine the extent to which the change in one factor changes another one
        
        tests hypotheses about cause-and-effect relationships
        
        Method
        
        Experiments
      - Interpreting & Reporting the Findings
        
        Draw conclusions and reports
        
        Tabulated information can be put into data visualisation formats