Podcast
Questions and Answers
Which of the following is NOT a primary information collection method in market research?
Which of the following is NOT a primary information collection method in market research?
What is the first step in the market research process?
What is the first step in the market research process?
Which quantitative research method focuses on obtaining measurable data through specific questions?
Which quantitative research method focuses on obtaining measurable data through specific questions?
In the context of market strategies, what is the primary focus of neuromarketing?
In the context of market strategies, what is the primary focus of neuromarketing?
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Which of the following best describes the purpose of qualitative research techniques like focus groups?
Which of the following best describes the purpose of qualitative research techniques like focus groups?
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Study Notes
Introduction to Strategic Marketing
- Review of previous session topics includes quantitative research methods.
- Quiz on qualitative and quantitative research techniques available on CANVAS.
Market Research Process
- Involves several stages: identifying problems, planning research design, collecting data, analyzing, and preparing reports.
- Essential components include preparing for research, data collection, and analysis phases.
Quantitative Research and Surveys
- Surveys are a crucial method used in quantitative research.
- Structure of a survey includes: warm-up, demographic questions, research-related questions, and closing questions.
Sampling Techniques
- Two main sampling categories: probabilistic and non-probabilistic.
- Common probabilistic methods: simple random, stratified, systematic, cluster.
- Common non-probabilistic methods: convenience, judgmental, quota, and snowball.
Types of Survey Questions
- Common question types: open-ended, dichotomous, multiple choice, hierarchy/order, Likert scale.
- Likert scale values typically range from 1 (completely agree) to 5 (completely disagree).
Analysis and Data Presentation
- Key aspects include declaring research objectives, explaining research design, summarizing findings, and making conclusions.
- Analyze data descriptively to facilitate understanding of historical data and identify trends.
Qualtrics Survey Tool
- Qualtrics aids in conducting both qualitative and quantitative research.
- Utilizes digital questionnaires to determine market strategies and analyze customer needs.
Closing Remarks
- Next class includes Task #3, focusing on practical application of learned concepts.
- Emphasis on the importance of descriptive analysis to provide an overview of data, aiding in the formulation of future research questions.
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Description
Test your knowledge of qualitative and quantitative research techniques in strategic marketing. This quiz covers various aspects of the market research process, sampling techniques, and types of survey questions. Dive into the essentials needed for effective research planning and data collection.
