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Marketing Research Semester III
Marketing Research Semester III
Sachin Deshmukh
Marketing Research
Marks Allotted 50 External Examination 30 marks Internal Examination 20 marks External Examination Three theory questions of five marks each
Marketing Research
Your Syllabus
Refer to the Universitys prescribed syllabus for external exam preparation Refer to lectures for internal examination Internal marks will be based on case studies, presentation, assignments and your innovative ideas
Marketing Research
Marketing Research
What is research?
What is marketing research?
Marketing Research
Marketing Research
Marketing Research
Research Design
Exploratory Studies
Descriptive Studies
Causal Studies
Marketing Research
Exploratory Studies
Literature search Experience survey Focus groups Analysis of selected case studies
Marketing Research
Descriptive studies
Longitudinal True Panel Omnibus Panel Cross sectional Sample Survey
Marketing Research
Causal Studies
Natural Experiments Time series & trend design Cross Sectional designs Combination of above two Controlled Experiment After only with controlled group Before after with one controlled group Four group six study design
Marketing Research
Marketing Research
Designing a Questionnaire
Type of information to be collected Types of questions Open ended Dichotomous Multiple choice Phrasing the questions Order of questions Number of questions Layout of the questionnaire
Marketing Research
Marketing Research
Ordinal
Interval
Ratio
Attitude Scales
What is attitude? Components of attitude A cognitive component An affective component A behavioral component
Marketing Research
Marketing Research