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Marketing Research
Tony Proctor and Barbara Jamieson
The marketing research elective gives you a solid understanding of the marketing research process as well as the practical skills to do qualitative and quantitative research. It looks in detail at data collection methods, measurement instruments, sampling procedures and data analysis techniques. The emphasis is on solving marketing problems using marketing research. Extensive case study material offers insights into the problems and practical applications of the research techniques.
Topics covered
- The nature of marketing research.
- Planning the research project.
- Secondary data.
- Sampling.
- Surveys.
- Measurement and scaling.
- Questionnaires.
- Qualitative research.
- Observations and experiments.
- Quantitative data analysis.
- Qualitative data analysis.
- Evaluating, reports and presentation.
- Applied marketing research.
- Marketing research settings: business-to-business, services and internal marketing.
- Global marketing research.
- Marketing decision-support systems.
