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
doc_426289704.doc
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
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
doc_426289704.doc