Marketing Research Tutorial

Myths Of Marketing Research

• Research Priests And The Low-budget Manager
• Role Of Reaserch
• Organization Of The Book

Planning A Research Program

• Framing The Research Problem
• Looking For Opportunity
• Research Planning
• Serendipitous Research: Recognizing Research Opportunities As You Go
• The Decision Opportunity

Evaluating Individual Research Projects

• Setting Budgets
• Decision-based Research Budgeting
• When To Resist Research

Backward Marketing Research

• How Research Goes Wrong
• Turning The Process On Its Head

Using Available Data

• Archives
• Internal Archives
• External Archives

Systematic Observation

• Collecting Natural Observations
• Controlling The Quality Of Natural Observations

Low-cost Experimentation

• Experimental Design
• Types Of Experiments

Low-cost Survey Designs

• Survey Design
• Low-cost Sampling
• Other Alternatives For Asking Questions

Producing Valid Data

• Nonquestion Sources Of Error
• Asking Questions
• Questionnaire Design

All The Statistics You Need To Know (initially)

• Fear Of Statistics
• Input Data
• Descriptive Statistics
• Statistical Analysis
• Other Multivariate Techniques

Marketing Research Interview Questions