Essentials of Marketing Research - Fakulta tělesné výchovy

Paurav Shukla

Market ing Research

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Market ing Research ? 2008 Paurav Shukla & Vent us Publishing ApS I SBN 978- 87- 7681- 411- 3

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Marketing Research

Cont ent s

Preface

10

1. Introduction to marketing research: Scientific research approach and

12

Problem definition

1.1 Introduction

12

1.2 Marketing Research

14

1.2.1 The need for marketing research

14

1.2.2 Marketing research defined

16

1.3 Scientific marketing research process

18

1.3.1 Phase wise marketing research process

20

1.4 Defining a problem

22

1.4.1 The importance of defining a right problem

22

1.4.2 Converting management dilemma into research question

23

1.5 What marketing research cannot do?

26

1.6 Conclusion

27

2. Exploratory research design

29

2.1 Chapter summary

29

2.2 Research design and its importance in research

29

2.3 Classification and differences between research designs

30

2.4 Exploratory research design

32

Cont ent s

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4

Marketing Research

2.4.1 In-depth interviews

33

2.4.2 Focus groups

34

2.4.3 Projective techniques

36

2.5 Conclusion

37

3. Conclusive research design

38

3.1 Chapter summary

38

3.2 Conclusive research design

39

3.3 Descriptive design

40

3.3.1 Cross-sectional design

42

3.3.2 Longitudinal design

43

3.3.3 Advantages and disadvantages of cross-sectional and longitudinal designs

44

3.4 Causal designs

45

3.5 Survey methods

47

3.5.1 Personal interviews

48

3.5.2 Telephone interviews

50

3.5.3 Mail interviews

51

3.5.4 Online interviews

51

3.6 Observation

52

3.6.1 Methods of observation

54

3.7 Conclusion

54

Cont ent s

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