Essentials of Marketing Research
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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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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