MARKETING-RESEARCH (11)
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Course Prerequisite(s)
- Please note that this course has the following prerequisites which must be completed before it can be accessed
- MARKETING STRATEGY (5)
- MARKETING – DEMAND (1)
- MARKETING – SUPPLY (2)
- MARKETING STRATEGY – PROMOTION (6)
- MARKETING -PRICE (7)
- MARKETING- BRANDING & PLANNING (8)
- MARKETING DEMAND 2 & SALES FORECASTING (9)
About Course
This course is part of the MARKETING suites and certifications will be delivered at the end of MARKETING 12
Course Curriculum
MARKET RESEARCH
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LESSON OBJECTIVES
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MARKETING RESEARCH
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MARKETING RESEARCH 2
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QUALITATIVE AND QUANTITATIVE INFORMATION
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QUALITATIVE AND QUANTITATIVE INFORMATION 2
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REASONS FOR CONDUCTING MARKET RESEARCH
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To predict future changes in demand
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To help in decision making
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To gain a competitive edge
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To explain patterns in sales of existing products and market trend
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PRIMARY RESEARCH
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TYPES OF MARKET RESEARCH : Primary Research
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Characteristics of Primary Research
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PRIMARY RESEARCH METHODS : Observation
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Experimental Methods/ Test marketing
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Survey Method
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Quantitative research
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QUESTIONS TO ASK WHEN USING SURVEYS
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What to ask
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How to ask
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How accurate the result is
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EXAMPLE OF A QUESTIONNAIRE: SHOPPING FOR SHOES
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EXAMPLE OF A QUESTIONNAIRE: SHOPPING FOR SHOES 2
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What is a sample
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SAMPLING METHOD
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TWO TYPES OF SAMPLING METHODS : Probability Samples
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Non-Probability Samples
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Random Sampling
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Systematic Random Sampling
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Stratified Random Sampling
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Quota Sampling
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Cluster Sampling
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NON-PROBABILITY SAMPLING METHODS:Convenience Sampling
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Snowball Sampling
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Benefits of Snowball Sampling
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Judgmental Sampling
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FOCUS GROUPS
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FOCUS GROUPS Limitations
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CONSUMER PANELS
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ADVANTAGES OF PRIMARY RESEARCH
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ADVANTAGES OF PRIMARY RESEARCH 2
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Disadvantages of primary research
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Disadvantages of primary research
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SECONDARY RESEARCH
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SECONDARY RESEARCH
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SECONDARY RESEARCH
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SOURCES OF DATA FOR SECONDARY RESEARCH : Internal Sources
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External Sources
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ADVANTAGES OF SECONDARY RESEARCH
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DISADVANTAGES OF SECONDARY RESEARCH
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FACTORS AFFECTING CHOICE OF THE RESEARCH METHOD : Budget available
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Accuracy required
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How quickly the information is required
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Accessibility to the old sample
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COST EFFECTIVENESS OF MARKET RESEARCH
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COST EFFECTIVENESS OF MARKET RESEARCH 2
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COST EFFECTIVENESS OF MARKET RESEARCH 3
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FACTORS TO CONSIDER WHEN DECIDING HOW MUCH TO SPEND ON MARKET RESEARCH
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FACTORS TO CONSIDER WHEN DECIDING HOW MUCH TO SPEND ON MARKET RESEARCH 2
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RELIABILITY OF DATA COLLECTION
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RELIABILITY OF DATA COLLECTION
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Free
Free access this course
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LevelIntermediate
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Last UpdatedAugust 7, 2023
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