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
- Teacher: Sophie Du 杜家晶