Introductory course “Principles of Survey Research”



 1.1 Market Research and Survey

 1.2 Types of Market Research

 2.Survey: Measurement and Scaling

2.1 Introduction

2.2 Comparative Scales

2.3 Non-Comparative Scales

2.4 Multi-item Scales

2.5 Reliability and Validity


3.1 Asking Questions

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

3.6 What’s Next?


4.1 Non-probability Sampling

4.2 Probability Sampling

4.3 Choosing Non-probability vs. Probability Sampling

4.4 Sample Size

 5.Data Analysis: A Concise Overview of Statistical Techniques

5.1 Descriptive Statistics: Some popular Displays of Data

5.2 Inferential Statistics: Can the Results Be Generalized to Population?

 6.Advanced Techniques of Market Analysis: A Brief Overview of Some Useful Concepts

6.1 Conjoint-Analysis

6.2 Market Simulations

6.3 Segmentation

6.4 Perceptual Positioning Maps

 7.Reporting Results




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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