Marketing Research

1. What is Marketing Research?

PPT 1. Slide No. 1-8

2. Different types of Research?

Pdf -- 1. Marketing Research Process

3. Different approaches for research design?

Research Design is a detailed blueprint to guide a research study towards its objectives
Before beginning our paper, we need to decide how we are planning to design the study.
The research design refers to the overall strategy that we choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring we will effectively
address the research problem; it constitutes the blueprint for the collection, measurement,
and analysis of data. We have to also note that our research problem determines the type
of design we can use and not the other way around!
Different approaches for research design Same to the answer of Q.2.

4. Difference between Nominal, Ordinal, Interval, Ratio scales?

Scales of Measurement_ Nominal, Ordinal, Interval, Ratio

5. Where will you use them?

5. Where will you use them?

6. What statistical techniques can be used in different types of scales?

5. Where will you use them?

7. Issues pertaining to designing single item scales.

Answer-- Issues in Designing Single item Scales
a)
b)
c)
d)
e)

Number of scale categories 2 to infinity: Capability, format, object attribute

Types of poles: Verbal descriptors as endpoints e.g. sweet ----- not sweet
Strength of anchors: extremely colourful, very colourful
Labelling
Balancing

8. Issues pertaining to designing multi item scales.

Likert Scales Design Issues

9. Reliability and validity in scales. What are they?

10.Principles /steps of questionnaire design.

11.Steps in designing a Marketing Research Proposal.
12.Steps in undertaking a marketing research study.
13.Qualitative research, focus groups issues.
14.Industrial Marketing Research