Marketing Research Methods (MKF2121) Summary Notes

Description

Organised and colour coded notes for MKF2121. Include notes from online lectures, lecture readings, tutorial readings and class discussions. Definitions are outlined in blue font. Examples are outlined in purple font. Topic 1: Introduction to Marketing Research Topic 2: Planning for Research Topic 3: Secondary and Syndicated Sources of Marketing Data Topic 4: Qualitative Research Methods Descriptive Research Methods Topic 5: Questionnaire Design, Measurement and Scaling Topic 6: Sampling Topic 7: An Introduction to Data Preparation, Analysis and Hypothesis Testing Topic 8: Data Analysis: Logic of Hypothesis Testing and Test of Differences Topic 9: Data Analysis: Hypothesis Testing Related to Associations Topic 10: Data Analysis: Multiple Linear Regression Topic 11: Causal Research Design: Experimentation