Market Research and Marketing Research, Types of Market Research,Qualitative Research and Quantitative Research, Decisions that can beGuided by Market Research, Importance of Marketing Research, ConsumerInsight, Divisions of Marketing Research Market Research, Advertising orPromotion Research, Product Research, Distribution Research, SalesResearch, Marketing Research and Marketing Management
The Marketing Research Process, Commissioning Market Research,Research Brief, Marketing Information System, Components of MarketingInformation System, Internal Reports System, Marketing Research System:Marketing Intelligence System, Analytical Marketing System; CompetitiveIntelligence, Common Errors in Using Competitive Intelligence, DecisionMaking
Importance of Marketing Research in Business, Marketing Research andDecision Making, the Characteristics of Valuable Information, Types ofMarketing Research Studies, Stages in the Research Design Process,Quantitative Research Sampling, Measurement Techniques, AttitudeMeasurement, Self-Reporting Methods, Methods for Rating Attributes
Measurement Techniques: Nominal Scale, Ordinal Scale, Interval Scale,Ratio Scale; Scale Types: Comparative Scaling, Non-comparative Scaling;Attitude Measurement, Self-Reporting Methods, Methods for RatingAttributes, Data Analysis, Customer Research, Advertising Research,Product Research, Distribution Research, Sales Research, MarketingEnvironment Research, Internet Marketing Research, and InternationalMarketing Research
Qualitative Market Research, Types of Qualitative Market Research, Newerand Emerging Qualitative Researches, Morphological Psychology andMarket Research, When to Employ Qualitative Research; Ethics andQualitative Market Research; Case Studies for Qualitative Research.
Qualitative Research Employed and It’s Suitability, Types of ObservationalResearch, Advantages and Disadvantages of Observational Research,Ethnography, Explicit – Implicit Triggers, Researching Values – Attitude –Behaviour; Analysis of Information, Outcomes, Research Reports andPresentations, Direction for Management, Findings Interpretation
What is an insight and where are the available and how to search for them?The Role of an Insight in Product Development and Marketing; MarketingResearch and Marketing Management, The Marketing Research Process,Commissioning Market Research, Research Brief, Developing the ResearchPlan, Market Research for Small Businesses; Research process at each stage– brief, design, execution, and interpretation;
Research trends, Behavioural Science Based Approach, Economic andCompetitive Pressures, Consumer Insight Groups, Quantifying Emotions,Impact of the Social Media, Do-it-Yourself (DIY) Research; Research ethics,typical research errors, Research and culture;