Marketing Research - Reference Sheet

Description
Marketing Research - Reference Sheet

General Information of Market Research

1. Definition

2. Meaning

3. Features / Characteristics

4. Objectives

5. Market Research V/S Marketing Research

6. Growing Importance of Marketing Research 8. Advantages / Importance of Marketing Research 10. Marketing Problem V/S Marketing Research Problem

7. Functions of Marketing Research

9. Limitations of Marketing Research

11. Scope of Marketing Research / Branches

12. Science of Marketing Research

13. Role of Marketing Research

14. Consumer Orientation to Marketing Research

15. Basic V/S Applied Research

Kinds of Research Services

1. Custom Research

2. Field Research

3. Data Analysis

4. Syndicated Services

5. Branded Research Products

Scope of MR
1. Product Research 2. Packaging Research

3. Pricing Research

4. Market Research

5. Sales Research

6. Promotion and Distribution Research

7. Consumer Research

8. Policy Research

9. Advertising Research

10. Media Research

11. Motivational Research

12. International Marketing Research

10. Prepare Research Proposal / Report

1. Define the problem, opportunity or objective

2. EVPI – Expected Value of Perfect Information

9. Ethics in Research Steps of Market Research Process 8. Kinds of Analysis

3. Time x Cost Factor

4. Define Research Design

7. Sampling

6. Determine Measureme nt Technique

5. Determine Method of Data Collection

Methods of Data Collection

Secondary Data collection

Primary Data Collection

Internal Sources

External Sources

Quantitative

Qualitative

Published Data

Standardised sources

Internet

Focused Discussion Group

Centralised Location Test

Depth Interview

Surveys

Panels

Audits

Periodic

Retail

Product

Panels

Consumer

Store

Shared

Diary

Retail

Observatory

Data Collection Tools

Questionnaire Methods

Observation Methods

Telephone

Situation

Information

Mail

Natural

Obtrusive

Personal Controlled CATI Observation CAPI Structured Observed Directly Factors of Interest Unobtrusive

Unstructured

Observed Indirectly

Observation Conducted Through

Observers

Mechanical Methods

Scales

Nominal

Ordinal / Ranking

Interval / Rating / Attitude

Ratio

Constant Sum Scale

Thurstone / Equal Appearing

Semantic Differential Scale

Likert Scale

Multi-dimensional Scaling / Data Reduction Technique

Stapel Scale

Project Techniques

Word Association

Sentence Completion

Thematic Appreciation

Story Completion

Blank Balloons / Cartoons

3.

1. Prepare the Raw Data

6. Making Recommendat ions

2. Entering data in Computer

Tabulation & Analysis Process 5. Explaining why differences occur 4. Determining whether significant differences exist between categories

3. Tabulating the Data



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