TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 8: Information collection: Qualitative and observational methods

Chapter 8 - Information collection: Qualitative and observational methods. In this chapter, the following content will be discussed: Marketing research, qualitative research methods, use of computers in qualitative research, individual in-depth interviews, focus group discussions,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Eight 2 Information Collection: Qualitative and Observational Methods Marketing Research 12th Edition Marketing Research 3 Marketing Research Primary Secondary Qualitative Quantitative Qualitative Quantitative 3 Marketing Research 12th Edition Information Collection : Qualitative and Observational Methods 4 Marketing Research 12th Edition Qualitative Research Methods 5 Marketing Research 12th Edition Qualitative Research Methods (Contd.) Four major constraints: Volume of data Complexity of analysis Detail of clarification record Time-consuming nature of the clerical efforts required Computer technology helps alleviate these problems and increase the use of qualitative research 6 Marketing Research 12th Edition Use of Computers in Qualitative Research 7 Marketing Research 12th Edition Individual In-depth Interviews Nondirective interviews Respondent given maximum freedom to respond

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Data collection
• Descriptive research
• Information collection
• Observational methods
• Nghiên cứu thị trường
• Marketing environment
• Managing marketing research
• Research ethics
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures