Marketing Research Methods

Basics of Marketing Research Methods

by

Alemayehu Dekeba

1. Scientific research: Need, purpose and principles of scientific method; Steps in scientific research; Types of social science research
   
2. Marketing research problem, the process and problem definition: marketing research role; marketing research steps; problem formulation
   
3. Research methods: Field methods: Reconnaissance, Rapid Appraisal, organized market studies
   
4. Determination of sources of information and research design: Preparation of marketing research design, exploratory, descriptive and experimental designs, market survey, content analysis
   
5. Determining method of data collection and design of data collection: Primary and secondary data; tools of data collection
   
6. Sample design and data collection: Sampling procedures, sample size, collecting data
   
7. Analytical methods: Spatial and temporal price analysis; efficiency analysis, market integration, models for market analysis
   
8. Analysis and interpretation of data: data analysis
   
9. The research report and cooperatives marketing information system: Basic components and format of research report; scientific report writing
   
10. Ethical issues in marketing research   

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