Chapter 1 · Introduction · Slide 2/274
Contents
Table of Contents
Chapter 1 · Introduction
Table of Contents
Contents
01
Introduction
1.1Market Research and Survey
1.2Types of Market Research
02
Survey: Measurement and Scaling
2.1Introduction
2.2Comparative Scales
2.3Non-Comparative Scales
2.4Latent Constructs
2.5Reliability and Validity
03
Questionnaire
3.1Asking Questions
3.2Overcoming Inability to Answer
3.3Overcoming Unwillingness to Answer
3.4Increasing Willingness of Respondents
3.5Determining the Order of Questions
3.6What's Next?
04
Sampling
4.1Non-probability Sampling
4.2Probability Sampling
4.3Choosing Non-probability vs. Probability Sampling
4.4Sample Size
05
Data Analysis: A Concise Overview of Statistical Techniques
5.1Descriptive Statistics: Organizing and Presenting Data
5.1.1Organizing Qualitative Data
5.1.2Organizing Quantitative Data
5.1.3Summarizing Data Numerically
5.1.4Cross-Tabulations
5.2Inferential Statistics: Can the results be generalized to the population?
5.2.1Hypothesis Testing
5.2.2Strength of a Relationship in Cross-Tabulation
5.2.3Relationship between Two (Ratio Scaled) Variables
06
Advanced Techniques of Market Analysis: Some Useful Concepts
6.1Conjoint Analysis
6.2Market Simulations
6.3Segmentation
6.4Perceptual Positioning Maps
07
Reporting Results
QUESTIONSTAR · Dr. Paul Marx
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