Session<\/strong><\/td>Topic<\/strong><\/td>Learning Outcomes<\/strong><\/td><\/tr>| 1<\/td> | The Role of Marketing Research<\/td> | * Define marketing research
* Discuss different kinds of firms that conduct marketing research
* List some of the skills that are important for careers in marketing research
* List three reasons for studying marketing research <\/td><\/tr> | | 2<\/td> | Gathering Marketing Intelligence: The Systems Approach<\/td> | * Explain the difference between a project emphasis in research and a systems emphasis
* Define what is meant by a marketing information system (MIS) and a decision support system (DSS)
* Identify the components of a decision support system
* Discuss trends in the gathering of marketing intelligence <\/td><\/tr> | | 3<\/td> | Gathering Marketing Intelligence: The Project Approach<\/td> | * Explain the difference between a program strategy and a project strategy in marketing research
* Outline the steps in the research process and show how the steps are interrelated
* Cite the most critical error in marketing research
* Highlight the main differences between the utility, justice, and rights approaches to ethical reasoning <\/td><\/tr> | | 3<\/td> | Problem Formation<\/td> | * Specify the key steps in problem formulation
* Discuss two objectives of the initial meeting with the research client
* Discuss the two general sources of marketing problems\/opportunities
* Explain why the researcher must be actively involved in problem formulation <\/td><\/tr> | | 4<\/td> | Problem Formation<\/td> | * Distinguish between two types of decision problems
* Distinguish between a decision problem and a research problem
* Describe the research request agreement
* Outline the various elements of the research proposal
* Describe types of research that should be avoided
* Describe the purpose of a request-for- proposal (RFP) <\/td><\/tr> | | 4<\/td> | Types of Research Design and Exploratory Research
Descriptive and Causal
Research Designs <\/strong><\/td>* Explain what a research design is
* List the basic types of research design
* Describe the major emphasis of each type of research design
* Describe the basic uses of exploratory research
* Specify the key characteristics of exploratory research
* Discuss the various types of exploratory research and describe each
<\/td><\/tr> | | <\/td> | <\/td> | MIDTERM<\/strong><\/td><\/tr>| 5<\/td> | Descriptive and Causal
Research Designs<\/td> | * Cite major purposes of descriptive research
* List the specifications of a descriptive study
* Explain what a dummy table is
* Discuss the difference between cross-sectional and longitudinal designs
* Explain what is meant by a panel in marketing research and explain the difference between a continuous panel and a discontinuous panel
* Describe the emphasis in sample surveys
* Clarify the difference between laboratory experiments and field experiments
* Explain which of the two types of experiments has greater interval validity and which has greater external validity
* List the major considerations in test marketing
* Distinguish between a standard test market and a controlled test market
* Discuss the advantages and disadvantages of simulated test marketing <\/td><\/tr> | | 6<\/td> | Secondary Data<\/td> | * Explain the difference between primary and secondary data
* Cite advantages offered by secondary data
* Specify problems common to secondary data
* List the criteria researchers should use in judging the accuracy of secondary data
* State the most fundamental rule in using secondary data
* Explain the difference between primary and secondary data
* Cite two advantages offered by secondary data
* Specify two problems common to secondary data
* List the three criteria researchers should use in judging the accuracy of secondary data
* State the most fundamental rule in using secondary data <\/td><\/tr> | | 7<\/td> | Collecting Primary Data
Collecting Information by Communication<\/td> | * List the kinds of demographic and socioeconomic characteristics that interest marketers
* Discuss the rationale for lifestyle analysis
* Cite the main approaches used to measure the effectiveness of magazine ads
* Give two reasons why researchers are interested in people\u2019s motives
* Describe the basic means of obtaining primary data
* State the specific advantages of each method of data collection
* Explain the concept of structure as it relates to questionnaires
* Cite the drawbacks of using high degrees of structure
* Explain what is meant by disguise in a questionnaire context
* Discuss situations in which disguise might be desirable
* Differentiate among the main methods of administering questionnaires
* Discuss important aspects used to compare the different methods of administering questionnaires <\/td><\/tr> | | 8<\/td> | Collecting Information by Observation
Asking Good Questions:
Measurement Basics<\/td> | * Explain the primary advantage of collecting data via observation
* List the important considerations in the use of observational methods of data collection
* Cite the main reason researchers may choose to disguise the presence of an observer in a study
* Explain the advantages and disadvantages of conducting an observational experiment in a laboratory setting
* Define response latency and explain what it measures.
* Define voice-pitch analysis and explain what it measures
* Explain how researchers use eye cameras
* Define the term measurement as it is used in marketing research
* List the four types of scales that can be used to measure an attribute
* Explain the primary difference between a ratio scale and an interval scale
* Name the types of error that may affect measurement scores and define
* Explain the concept of validity as it relates to measuring instruments
* List general types of validity that can be used to assess the quality of a measure
* Outline the sequence of steps to follow in developing valid measures of marketing constructs.<\/td><\/tr> | 9 <\/strong><\/td>Developing the Sampling Plan
Determining Sample Size <\/strong><\/td>* Explain the difference between a census and a sample
* List the six steps researchers use to draw a sample of a population
* Explain the difference between a parameter and a statistic
* Explain the difference between a probability sample and a non-probability sample
* Explain what a judgment sample is and describe its best use and its hazards
* Define quota sample
* Specify the two procedures that distinguish a stratified sample
* Cite two reasons researchers might choose to use a stratified sample rather than a simple random sample
* Explain the difference between a proportionate stratified sample and a disproportionate stratified sample
* List the steps followed in drawing a cluster sample
* Cite factors researchers must take into account when determining sample size
* Specify the relationship between precision and confidence
* Explain in what way the size of the population influences the size of the sample
* Specify the circumstances under which the finite population correction factor should be used
* List the methods of determining sample size for a project<\/td><\/tr> | | <\/td> | <\/td> | FINAL EXAM<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":" This course covers the entire research process: problem definition, data collection methods, sample design, collection of data, tabulation and analysis, and presentation of results. It is a competitive world out there, and it is the information age! Marketing is made of different elements and marketing research links all these elements together. Information, in addition to […]<\/p>\n","protected":false},"author":1,"featured_media":464,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-management-diploma"],"_links":{"self":[{"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/posts\/642","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/comments?post=642"}],"version-history":[{"count":18,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/posts\/642\/revisions"}],"predecessor-version":[{"id":1492,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/posts\/642\/revisions\/1492"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/media\/464"}],"wp:attachment":[{"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/media?parent=642"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/categories?post=642"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/tags?post=642"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}} | | | | | | | |