Notes cover all lectures and relevant textbook topics including:
Overview of Marketing Research
Research Questions and Data
Interviews and Focus Groups
Making Sense of Qualitative Data and Sampling
Construct Measurement, Questionnaires and Supplements
Coding, Editing and Preparing Data and Preliminary Data Analysis
Data Analysis: Testing for Difference
Data Analysis: Testing for Association
Data Analysis: Testing for Interdependence
Observation and its Variants & Experiments and Test Markets
Information-driven Technology and the Research Process & Subject Revision


Autumn session, 2020

53 pages

16,611 words



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