Lesson 3.3 Data Quality Issues . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Lesson 3.4 Research Errors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Marketing Research LESSON 4 Qualitative Research
Lesson 4.1 Qualitative Research Methods . . . . . . . . . . . . . . . . . 44 Lesson 4.2 Focus Group Discussion . . . . . . . . . . . . . . . . . . . . . . 47 Lesson4.3In-depthInterviews.......................... 49 Lesson 4.4 Data Processing and Analysis . . . . . . . . . . . . . . . . . . 51
CONTENTS CONTENTS
CHAPTER 2: QUANTITATIVE RESEARCH
Preface ............................................. ix Features ............................................ xi
CHAPTER 1: INTRODUCTION TO MARKETING RESEARCH
LESSON 5 Quantitative Research Methods Lesson 5.1 Data Processing and Analysis . . . . . . . . . . . . . . . . . . 67 Lesson 5.2 Advantages and Disadvantages ofQuantitativeResearch ..................... 70 Lesson 5.3 Qualitative versus Quantitative Research . . . . . . . . 72 LESSON 6 Data Gathering Tools and Techniques Lesson 6.1 Importance of Measurement and Scaling . . . . . . . . 81 Lesson6.2ScalesofMeasurement....................... 83 Lesson 6.3 Questionnaires . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85 Lesson 6.4 Data Processing Software and Tools . . . . . . . . . . . . 88
LESSON 1 Role of Marketing Research Lesson 1.1 Purposes of Marketing Research . . . . . . . . . . . . . . . 5 Lesson 1.2 The Marketing Research Process . . . . . . . . . . . . . . . 7 Lesson 1.3 Defining the Problem and Research Objectives . . . 10
LESSON 2 Research Design and Proposal
Lesson2.1DescriptiveResearch......................... 18 Lesson 2.2 Experimental Research . . . . . . . . . . . . . . . . . . . . . . . 19 Lesson 2.3 Correlational Research . . . . . . . . . . . . . . . . . . . . . . . 20 Lesson 2.4 Quasi-experimental or Causal Research . . . . . . . . . 21 Lesson 2.5 Writing a Research Proposal. . . . . . . . . . . . . . . . . . . 22
LESSON 7 Data Collection
Lesson 7.1 Types of Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96 Lesson 7.2 Sampling Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99 Lesson7.3SamplingTechniques......................... 100 Lesson 7.4 Population versus Sample . . . . . . . . . . . . . . . . . . . . . 103
iv
LESSON 3 Ethical Issues in Marketing Research
Lesson 3.1 Ethical Data Collection . . . . . . . . . . . . . . . . . . . . . . . 32 Lesson 3.2 Privacy Disclosure . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Lesson 3.3 Data Quality Issues . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Lesson 3.4 Research Errors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
iii LESSON 8 Hypothesis Testing
Lesson 8.1 Null and Alternative Hypotheses . . . . . . . . . . . . . . . 110 Lesson 8.2 Hypothesis Testing . . . . . . . . . . . . . . . . . . . . . . . . . . 111 Lesson 8.3 Importance of Hypothesis Testing . . . . . . . . . . . . . . 113 Lesson 8.4 Tests of Significance . . . . . . . . . . . . . . . . . . . . . . . . . 114 CHAPTER 3: PRELIMINARY DATA PROCESSING AND DATA ANALYSIS LESSON 9 Preliminary Data Processing and Data Analysis
LESSON 4 Qualitative Research
Lesson 4.1 Qualitative Research Methods . . . . . . . . . . . . . . . . . 44 Lesson 4.2 Focus Group Discussion . . . . . . . . . . . . . . . . . . . . . . 47 Lesson4.3In-depthInterviews.......................... 49 Lesson 4.4 Data Processing and Analysis . . . . . . . . . . . . . . . . . . 51
CHAPTER 2: QUANTITATIVE RESEARCH
2025 Higher Education Learning Solutions for the Business and Accountancy Program 45 Lesson 9.1 Nature and Scope of Data Preparation . . . . . . . . . . 128 Lesson 9.2 Editing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130 Lesson9.3Encoding................................... 132 Lesson9.4DataCleaning............................... 133 Lesson 9.5 Preliminary Data Analysis . . . . . . . . . . . . . . . . . . . . . 134
LESSON 5 Quantitative Research Methods Lesson 5.1 Data Processing and Analysis . . . . . . . . . . . . . . . . . . 67 Lesson 5.2 Advantages and Disadvantages ofQuantitativeResearch ..................... 70
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