Lesson7.3SamplingTechniques......................... 100 Lesson 7.4 Population versus Sample . . . . . . . . . . . . . . . . . . . . . 103
LESSON 8 Hypothesis Testing
Marketing Research
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 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 9.6 Checking for Normality and Outliers . . . . . . . . . . . . 136
LESSON 14 Applications of Marketing Research Lesson 14.1 Data Mining . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 201 Lesson14.2MediaResearch............................ 203 Lesson 14.3 Consumer Market Research . . . . . . . . . . . . . . . . . . 205 Lesson 14.4 Product Research . . . . . . . . . . . . . . . . . . . . . . . . . . 207 Lesson 14.5 Sales Analysis and Forecasting . . . . . . . . . . . . . . . . 209
LESSON 15 Global Marketing Research
Lesson 15.1 International Marketing . . . . . . . . . . . . . . . . . . . . . 214 Lesson 15.2 Branding Research. . . . . . . . . . . . . . . . . . . . . . . . . . 217 Lesson 15.3 Online Marketing Research . . . . . . . . . . . . . . . . . . 221
LESSON 10 Data Analysis (Descriptive)
LESSON 16 Trends in Marketing Research
Lesson 10.1 Univariate Analysis . . . . . . . . . . . . . . . . . . . . . . . . . 142 Lesson10.2CentralTendency........................... 145 Lesson 10.3 Dispersion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148
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Lesson 16.1 Recent Trends in Marketing Research . . . . . . . . . . 228 Lesson 16.2 Social Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . 230 Lesson 16.3 Lifestyle Marketing and Branding . . . . . . . . . . . . . 231 Lesson 16.4 Brand Equity Research . . . . . . . . . . . . . . . . . . . . . . 233 Lesson 16.5 Marketing Information System. . . . . . . . . . . . . . . . 235 Glossary ............................................ 245 Bibliography ......................................... 249 Image Attributions ................................... 251 Index ............................................... 253
LESSON 11 Data Analysis (Inferential)
Lesson 11.1 General Linear Model . . . . . . . . . . . . . . . . . . . . . . . 154 Lesson 11.2 Experimental Analysis . . . . . . . . . . . . . . . . . . . . . . . 158 Lesson 11.3 Quasi-experimental Analysis . . . . . . . . . . . . . . . . . 161
LESSON 12 Presentation of Data
Lesson12.1DataInterpretation......................... 166 Lesson 12.2 Textual Presentation . . . . . . . . . . . . . . . . . . . . . . . . 169 Lesson12.3TabularPresentation........................ 171 Lesson 12.4 Graphical Presentation . . . . . . . . . . . . . . . . . . . . . . 173
CHAPTER 4: MARKETING RESEARCH REPORT
LESSON 13 The Research Report
Lesson 13.1 Marketing Research Format and Organization . . . 190 Lesson 13.2 Oral Report and Presentation . . . . . . . . . . . . . . . . 193
2025 Higher Education Learning Solutions for the Business and Accountancy Program 46
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