MKTG2002 - Market Research Notes

Description

MKTG2002 Market Research These notes are broken into weekly lecture summaries with learning objectives as sub-headings to break up the content. Lecture 1: Introduction Lecture 2: Problem Definition and Research Process Lecture 3: Qualitative Research part 1 Lecture 4: Qualitative Research part 2 Lecture 5: Constructs, Measurements and Scales Lecture 6: Questionnaire Design Lecture 7: Surveys, Experiments and Observation Lecture 8: Planning the Sample and Preparing the Data Lecture 9: Data Analysis: Univariate Lecture 10: Data Analysis: Bivariate - test of difference Lecture 11: Data Analysis: Bivariate - test of association Lecture 12: Multivariate Analysis and Communication of Research Results