Summary ANIKA OCHEL
Marketing Research
(MRKT 7009)
,CONTENT
Importance of Information in Decision Making ...................................................................................................... 3
Problem Definition .................................................................................................................................................. 4
Research Process..................................................................................................................................................... 5
Determination of Research Problem – Phase 1 .................................................................................................. 5
1) Identification and Clarification of Management Information Needs .......................................................... 5
2) Specification of Research Question and Definition of Research Problem .................................................. 5
3) Confirmation of Research Objectives and Assessment of Value of Information ........................................ 5
Selection of Appropriate Research Design – Phase 2.......................................................................................... 5
4) Determination of Research Design and Data Sources ................................................................................ 5
5) Development of Sampling Design and Sample Size .................................................................................... 6
6) Assessment Measurement Issues and Scales ............................................................................................. 6
7) Pre-Test of Questionnaire ........................................................................................................................... 6
Execution of Research Design – Phase 3 ............................................................................................................. 6
8) Collection and Preparation of Data ............................................................................................................. 6
9) Analysis of Data ........................................................................................................................................... 6
10) Transformation of Data Structures into Information ................................................................................ 7
Communication of Research Results – Phase 4 .................................................................................................. 7
11) Preparation and Presentation of Final Report to Management ............................................................... 7
Research Design ...................................................................................................................................................... 8
Steps in Research Design .................................................................................................................................... 8
Categories of Research Design ............................................................................................................................ 8
Exploratory Research ...................................................................................................................................... 8
Descriptive Research ....................................................................................................................................... 8
Causal Research .............................................................................................................................................. 9
Conclusive Design.......................................................................................................................................... 10
Questionnaire Design ........................................................................................................................................ 10
Key Functions of a Questionnaire ................................................................................................................. 10
Survey Measurement .................................................................................................................................... 10
Summary Marketing Research – Anika Ochel
1
, Question Development and Evaluation ........................................................................................................ 11
Flow and Layout ............................................................................................................................................ 11
Secondary and Syndicated Data ............................................................................................................................ 12
Secondary Data ................................................................................................................................................. 12
Internal Databases ........................................................................................................................................ 12
External Databases ........................................................................................................................................ 12
Advantages and Disadvantages..................................................................................................................... 12
Packaged Information ....................................................................................................................................... 13
Syndicated Data ............................................................................................................................................ 13
Packaged Services ......................................................................................................................................... 13
Qualitative Data Collection Methods .................................................................................................................... 14
Reasons for Choosing Qualitative Research ...................................................................................................... 14
Reasons Against Choosing Qualitative Research .............................................................................................. 14
Applications of Qualitative Research ................................................................................................................ 14
Observation Techniques ................................................................................................................................... 14
Focus Groups ..................................................................................................................................................... 15
Other Qualitative Research Techniques ............................................................................................................ 16
Questionnaires and Other Data Collection Forms ................................................................................................ 17
Person-Administered Survey ............................................................................................................................. 17
Computer-Administered Survey........................................................................................................................ 17
Self-Administered Survey .................................................................................................................................. 18
Mixed Mode Survey .......................................................................................................................................... 18
Internet & Social Media Research ......................................................................................................................... 19
Types of Internet Research ............................................................................................................................... 19
Ways to Carry Out Market Research on Social Media ...................................................................................... 19
Good To Know ....................................................................................................................................................... 20
Summary Marketing Research – Anika Ochel
2
Marketing Research
(MRKT 7009)
,CONTENT
Importance of Information in Decision Making ...................................................................................................... 3
Problem Definition .................................................................................................................................................. 4
Research Process..................................................................................................................................................... 5
Determination of Research Problem – Phase 1 .................................................................................................. 5
1) Identification and Clarification of Management Information Needs .......................................................... 5
2) Specification of Research Question and Definition of Research Problem .................................................. 5
3) Confirmation of Research Objectives and Assessment of Value of Information ........................................ 5
Selection of Appropriate Research Design – Phase 2.......................................................................................... 5
4) Determination of Research Design and Data Sources ................................................................................ 5
5) Development of Sampling Design and Sample Size .................................................................................... 6
6) Assessment Measurement Issues and Scales ............................................................................................. 6
7) Pre-Test of Questionnaire ........................................................................................................................... 6
Execution of Research Design – Phase 3 ............................................................................................................. 6
8) Collection and Preparation of Data ............................................................................................................. 6
9) Analysis of Data ........................................................................................................................................... 6
10) Transformation of Data Structures into Information ................................................................................ 7
Communication of Research Results – Phase 4 .................................................................................................. 7
11) Preparation and Presentation of Final Report to Management ............................................................... 7
Research Design ...................................................................................................................................................... 8
Steps in Research Design .................................................................................................................................... 8
Categories of Research Design ............................................................................................................................ 8
Exploratory Research ...................................................................................................................................... 8
Descriptive Research ....................................................................................................................................... 8
Causal Research .............................................................................................................................................. 9
Conclusive Design.......................................................................................................................................... 10
Questionnaire Design ........................................................................................................................................ 10
Key Functions of a Questionnaire ................................................................................................................. 10
Survey Measurement .................................................................................................................................... 10
Summary Marketing Research – Anika Ochel
1
, Question Development and Evaluation ........................................................................................................ 11
Flow and Layout ............................................................................................................................................ 11
Secondary and Syndicated Data ............................................................................................................................ 12
Secondary Data ................................................................................................................................................. 12
Internal Databases ........................................................................................................................................ 12
External Databases ........................................................................................................................................ 12
Advantages and Disadvantages..................................................................................................................... 12
Packaged Information ....................................................................................................................................... 13
Syndicated Data ............................................................................................................................................ 13
Packaged Services ......................................................................................................................................... 13
Qualitative Data Collection Methods .................................................................................................................... 14
Reasons for Choosing Qualitative Research ...................................................................................................... 14
Reasons Against Choosing Qualitative Research .............................................................................................. 14
Applications of Qualitative Research ................................................................................................................ 14
Observation Techniques ................................................................................................................................... 14
Focus Groups ..................................................................................................................................................... 15
Other Qualitative Research Techniques ............................................................................................................ 16
Questionnaires and Other Data Collection Forms ................................................................................................ 17
Person-Administered Survey ............................................................................................................................. 17
Computer-Administered Survey........................................................................................................................ 17
Self-Administered Survey .................................................................................................................................. 18
Mixed Mode Survey .......................................................................................................................................... 18
Internet & Social Media Research ......................................................................................................................... 19
Types of Internet Research ............................................................................................................................... 19
Ways to Carry Out Market Research on Social Media ...................................................................................... 19
Good To Know ....................................................................................................................................................... 20
Summary Marketing Research – Anika Ochel
2
