Principles of marketing research and its position within a company and market area

Activities within a marketing research project

Different research projects a marketer researcher can undertake 

Introduction to Theoretical Framework

- How to formulate a Research Question

- Learn how to formulate a research question

- Learn how to develop of a research model

- Learn the use of hypothesis

- Learn how to formulate hypothesis

How to design your research, and which steps you take

- Be able to make hypotheses measurable

- Identify dependent and independent variables

- Distinguish the forms of different variables

- Identify the different measurement models

How to choose the most appropriate research method

- Understand the two research paradigms

- Distinguish the forms of quantitative research methods

- Distinguish the forms of qualitative research methods

- Understand the mixed-method approach

How to select your respondents

- How do you measure what you want to measure

- Survey Design I

- Identify the right respondents

- Understand the sample process

- Distinguish the sampling techniques

- Understand the organization of data collection

- Identify the ‘right’ questions for a survey

- Understand the confidentially and anonymous issues related to data collection

Research report writing

- Understand the layout of a research report

- Understand how to write a literature review

- Deal with reference issues

- Understand how to write up the results

- Understand how to write a conclusion, strategic recommendations