Marketing Research - Full Lecture Notes (UTS)

Description

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