Full subject notes derived from lectures and textbook with diagrams included. Content includes:
- Overview of Marketing Research
- Research Questions and Data
- Interviews and Focus Groups
- Observation and its Variants and Making Sense of Qualitative Data
- Surveys
- Experiments, Test Markets, and Sampling
- Construct Measurement, Questionnaires and Supplements
- Coding, Editing and Preparing Data, and Preliminary Data Analysis; Preparing the Marketing Research Report and its Presentation
- Testing for Difference
- Data Analysis: Testing for Association
- Testing for Interdependence
- Information-driven Technology and the Research Process


Semester 1, 2017

59 pages

20,372 words



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