Introductory course “Principles of Survey Research”
Contents
1.Introduction
1.1 Market Research and Survey
2.Survey: Measurement and Scaling
3.Questionnaire
3.2 Overcoming Inability to Answer
3.3 Overcoming Unwillingness to Answer
3.4 Increasing Willingness of Respondents
3.5 Determining the Order of Questions
4.Sampling
4.3 Choosing Non-probability vs. Probability Sampling
5.Data Analysis: A Concise Overview of Statistical Techniques
5.1 Descriptive Statistics: Some popular Displays of Data
- 5.1.1 Organizing Qualitative Data
- 5.1.2 Organizing Quantitative Data
- 5.1.3 Summarizing Data Numerically
- 5.1.4 Cross-Tabulations
5.2 Inferential Statistics: Can the Results Be Generalized to Population?
- 5.2.1 Hypotheses Testing
- 5.2.2 Strength of a Relationship in Cross-Tabulation
- 5.2.3 Describing the Relationship between Two (Ratio Scaled) Variables
6.Advanced Techniques of Market Analysis: A Brief Overview of Some Useful Concepts
6.4 Perceptual Positioning Maps
7.Reporting Results
References:
Backhaus, Klaus, Bernd Erichson, Wulff Plinke, Rolf Weiber (2015), „Multivariate Analysemethoden: Eine anwendungsorientierte Einführung“, Springer Gabler, 14. Auflage.
Malhotra, Naresh K. (2009), „Marketing Research: An Applied Orientation“, Prentice Hall, 6th edition.
Myers, James H. (1996), „Segmentation & Positioning for Strategic Marketing Decisions“, South Western Educ Pub .
Sulivan III, Michael (2010), „Statistics: Informed Decisions Using Data“, Pearson, 3rd edition.
Course “Statistics I” of Elgin Community College.
And, of course, the author’s own experience and know-how.
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