Maroun Chkeir

Marketing Research Maroun Chkeir

This book will provide a thorough coverage of various marketing research tools. It explains the steps comprising the marketing research process, starting with research problem definition, data collection, data analysis, decision alternatives, and presentation. After reading this book, readers should be able to: - Demonstrate a good understanding of the marketing research concepts - Apply them to address real-life marketing situations. Book Outcomes: -Defining Marketing Research and the major classifications of marketing research.-Understanding the role that marketing research plays in designing and implementing successful marketing programs. -Understanding the importance of and the process used for defining the marketing research problem. -Defining research design, classifying various research designs, and explain the differences between exploratory and conclusive designs. -Comparing the basic research designs: exploratory, descriptive, and causal. -Defining the nature and scope of secondary data and distinguish secondary data from primary data. -Explaining the difference between qualitative and quantitative research in terms of objectives, sampling, data collection and analysis, and outcomes.-Classifying survey methods and describe the various telephone, personal, mail, and electronic interviewing methods. -Explaining the concept of causality in marketing research. -Understanding the purpose of a questionnaire and its objectives. -Process of designing a questionnaire. -Explaining the steps involved in the sampling design process. -Describing the classification of sampling techniques and the difference between non probability and probability sampling techniques.