Research in the Business Context
- Purpose of Marketing, Where Research fits in the Business Context, Report reading and writing Presenting Reports, Sources of Pre existing information
Research Problem/Opportunity Identification
- Scope the problem; Clarify the problem; Define the Problem. Define what is outside the scope of the research and why
Research Objective(s) formulation
- Articulate the Research Objective; Research Hypothesis; Research Question
Secondary Data
- Sources of Secondary Data; Appraising Secondary Sources; Application of Secondary Data; Reviewing Secondary Sources with a purpose
Research Design
- Descriptive Research; Exploratory Research; Causal Research
Qualitative vs. Quantitative Research
- Distinguish between Qualitative and Quantitative Research; The value of Qualitative Research; The value of Quantitative Research
Data Collection Approaches
- Interviews; Focus Groups; Questionnaires; Observation; Document Analysis; Experimentation; Netnography
Modern and Emerging Methods of Data Collection
- Mixed methods, The Internet as a Source of Data; eResearch, Social Media Website analytics and traffic
Sampling
- Defining the Target Population; Sampling Frame; Probability Sampling; Non-Probability Sampling; Sampling Types; Sample Size
Data Analysis
- Coding Data; Quantitative Data Analysis - using analytical tools; Qualitative Data Analysis - Analytical techniques: Thematic Analysis; Narrative Analysis; Discourse Analysis
Research Ethics
- Ethical stances; role of ethics in research; how ethics can influence the research process
