Decision Making

Introduction to marketing research Scientific research approach and Problem definition

The chapter will provide understanding towards the nature and scope of marketing research and the scientific process involved. It will also discuss the role of research in designing and implementing successful marketing programmes. It will explain the role of marketing research in marketing information systems and decision support systems and provide the conceptual framework of marketing research process. This chapter will also explain the process of defining a problem in marketing research and...

Exploratory research design

This chapter will start with defining research design, classifying various designs and explaining the difference between exploratory and conclusive research designs by comparing and contrasting the basic research designs exploratory, descriptive and causal. It will explain how the problem definition is linked with the selection of research design and will then explore the exploratory research design in detail. It will provide classification of exploratory research design and discuss important...

Conclusive research design

In previous chapters we discussed marketing research process and problem definition chapter 1 and research design focusing especially on exploratory research design chapter 2 . In this chapter the topic of research design will be extended to the conclusive research design. The chapter will focus on both descriptive and causal designs. Furthermore, it will specifically elaborate on survey methods and observation as they are one of highly used research techniques for collecting data in present...

Measurement and scaling

This chapter will introduce the concept of measurement and scaling. It will also provide discussion on the primary scales of measurement and go on to classify and describe both comparative and noncomparative scaling techniques. It will also discuss how an appropriate scaling technique be chosen in developing a right question. It will also focus on the concepts of validity and reliability in details. 5.2 Importance of measurement and scaling in marketing research Like sampling we use measurement...

Data preparation and preliminary data analysis

After developing an appropriate questionnaire and pilot testing the same, researchers need to undertake the field study and collect the data for analysis. In this chapter, we shall focus on the fieldwork and data collection process. Furthermore, once the data is collected it is important to use editing and coding procedures to input the data in the appropriate statistical software. Once the data is entered into the software it is also important to check the data before the final analysis is...