Weekly Lecture Plan

Lecture No

Topic To be Discussed

1

The Marketing Research Environment • Introduction and welcome to marketing research. • Why does marketing research exist? • What is marketing? • What is market research and marketing research? • Who carries out marketing research? • What are the various types of marketing research?

2

What are the benefits of marketing research to marketing managers? • Professional commercial marketing research in Canada. • guide‐lines for successful marketing research How to Design a Marketing Research Project • Why is research design important? • What was I thinking? • Why problems are not defined properly. • Confusing latent variables with manifest variables.

3

• A practical guide to defining marketing research problems. • Can this study provide answers to the problem? • What are marketing research projects like? • How is data collection designed? • When should qualitative research be used? • When should quantitative research be used? • Why is the marketing research proposal so important? • A very practical introduction to consulting in marketing research, obtaining a client, developing the project proposal, scheduling the project, and initiating the research process.

4

STATISTICAL ANALYSIS OF SURVEY DATA Introduction to Statistical Analysis Using SPSS The analysis of survey data using a computer‐based statistical package ‐‐ SPSS Windows Data Reduction, Processing and Tabulation • Editing; coding; tabulation (one‐way & cross‐tabs) Data Analysis: Basic Questions • Choice of analysis technique; type of data; research design; • assumptions for statistics, hypothesis testing confidence intervals; • univariate and bivariate analyses • cross tabs & Chi‐Square test • z‐test for the difference between proportions • t‐test for the difference between two means Data Analysis: Multivariate Analysis • Analysis of variance and • Linear regression. • Other multivariate methods Data Analysis: Other Non‐Parametric Procedures • Correlation and difference tests for nominal and ordinal data. • Friedman analysis of variance

5

HOW TO DESIGN A QUESTIONNAIRE • The development of questionnaires will be covered in depth. A specific questionnaire design will be explained. The principles taught in this section must be used for the project questionnaires.

6

HOW TO MEASURE ATTITUDES, BEHAVIOUR AND TRAITS • How to write screeners and warm‐up questions • General overview of measurement and scaling • How to measure attitudes • How to assess behaviour • Lifestyle measurement • Measuring demographic traits

7

HOW TO MANAGE THE MECHANICS OF RESEARCH • How is fieldwork done? • How to secure confidentiality and assure quality

8

What factors influence fieldwork? • Interviewer training • Data collection online • Processing the data

Mid Term Exam

9

HOW TO CARRY OUT QUALITATIVE RESEARCH: FOCUS GROUPS AND IN‐DEPTH PERSONAL INTERVIEWS • the purpose, design and execution of focus groups • designing the discussion guide, recruiting respondents, moderating the group discussion, debriefing clients and presenting the findings

HOW TO CARRY OUT QUALITATIVE RESEARCH: FOCUS GROUPS AND IN‐DEPTH

PERSONAL INTERVIEWS • the purpose, design and execution of focus groups • designing the discussion guide, recruiting respondents, moderating the group discussion, debriefing clients and presenting the findings

11

HOW TO DRAW SAMPLES Sample Size Population and sample characteristics; intention of the sampling (variables, attribute, precision, and confidence) Sampling Procedures • Sampling plan; non‐probability and probability samples; estimation; stratified and cluster sampling 8.3 Adjusting for sample bias • Techniques to adjust results to account for sample biases and on‐representativeness, sample weighting

12

HOW TO DRAW SAMPLES 8.1 Sample Size • Population and sample characteristics; intention of the sampling (variables, attribute, precision, and confidence)

13

8.2 Sampling Procedures • Sampling plan; non‐probability and probability samples; estimation; stratified and cluster sampling 8.3 Adjusting for sample bias • Techniques to adjust results to account for sample biases and non‐representativeness, sample weighting

14

9. ETHICS IN MARKETING RESEARCH • Rights & obligations among parties • Common‐sense relationship building in marketing research • Responsibilities to the public

15

10. HOW TO PRESENT RESEARCH FINDINGS • A short course in business communication • Avoid gobbledygook • Use Multiple Exposure • Write with a purpose

16

• Providing key marketing research deliverables • How to effectively present research findings • Writing the formal research report