Scribd
Upload
34 views

MKT2004: Research Methods For Business and Marketing: Revision Semester 2, 2010-11

This document provides an overview and summary of the key learning outcomes and content covered in the MKT2004: Research Methods for Business and Marketing course. The summary is as follows: 1) By the end of the course, students should be able to understand the marketing research process, quantitative data collection and analysis methods, how to identify appropriate research methods, and ethical research issues. 2) The course covers the marketing research process, scales of measurement, questionnaire design, sampling, survey methods, and descriptive and inferential data analysis techniques. 3) The exam will assess students' knowledge of topics from both semesters through multiple choice and long answer questions, including applying statistical analysis to research scenarios and interpreting SPSS

Uploaded by

ruixing111
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
34 views

MKT2004: Research Methods For Business and Marketing: Revision Semester 2, 2010-11

This document provides an overview and summary of the key learning outcomes and content covered in the MKT2004: Research Methods for Business and Marketing course. The summary is as follows: 1) By the end of the course, students should be able to understand the marketing research process, quantitative data collection and analysis methods, how to identify appropriate research methods, and ethical research issues. 2) The course covers the marketing research process, scales of measurement, questionnaire design, sampling, survey methods, and descriptive and inferential data analysis techniques. 3) The exam will assess students' knowledge of topics from both semesters through multiple choice and long answer questions, including applying statistical analysis to research scenarios and interpreting SPSS

Uploaded by

ruixing111
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 18

MKT2004: Research Methods

for Business and marketing

Revision

Semester 2, 2010-11
Recap of Learning Outcomes
By the end of semester 2, you should be able to;
■ Appreciate the basic stages of the marketing research
process
■ Have gained an understanding of the main methods of
collecting and analysing quantitative data
■ Develop the critical skill of identifying appropriate
research methods needed to address specific
research problems, questions or objectives
■ Have gained competence in the use of SPSS software
for data entry and analysis
■ Appreciate the ethical issues associated with the
research process
Marketing Research Process

Step 1: Identifying/defining the Problem

Step 2: Developing research objectives

Step 3: Formulating a Research Design

Step 4: Collecting Data

Step 5: Preparing and Analysing Data

Step 6: Preparing and Presenting the Report


Scales of Measurement: A Classification
of Techniques
Scaling Techniques

Comparative Non-comparative
Scales Scales

Paired Rank Constant Q-Sort and Continuous Itemized


Comparison Order Sum Other Rating Scales Rating Scales
Procedures

• Can use one or more of


the scales ( e.g. likert Likert Semantic Stapel
scale) in a questionnaire Differential
(next)
Questionnaire Design
 Best practice guidelines including some
“DO’s and Don’ts”
 Guidelines for overcoming respondent
inability and unwillingness to answer
questions
 Guidelines on how to structure a
questionnaire etc
Sampling
 Sampling process or plan
1. Define the target population
2. Identify the sampling frame
3. Select sampling method (next)
4. Determine the sample size
A classification of Sampling methods

Sampling Techniques

Non-probability Probability
Sampling Techniques Sampling Techniques

Convenience Judgmental Quota Snowball


Sampling Sampling Sampling Sampling

Simple Random Systematic Stratified Cluster Other Sampling


Sampling Sampling Sampling Sampling Techniques
Data collection: Survey Methods
Survey Method
Criteria Personal Telephone Mail Internet

Flexibility of High Moderate Low Moderate


data collection
Sample control High Moderate Low Low
Response rate High Moderate Low Low

Potential for High Moderate None None


interviewer bias
Speed of data Moderate High Low Very High
collection
Cost High Moderate Low Low
Data Analysis: Some factors that may
affect the choice of data analysis
technique(s)
1. Research objectives or the research
question to be addressed
2. Main purpose of analysis: descriptive
analysis or inferential analysis
3. Type of data (nominal, ordinal, interval,
ratio)
4. Number of variables/groups in the data
Data Analysis
1. Descriptive statistics (Practical 2 and 4)

2. Inferential Statistics. Focusing on


Hypotheses testing, in particular:
 Tests of Associations (using cross-

tabulation and chi-square tests (Lecture 9,


Practical 5)
 Tests of (mean) differences between

groups (Lecture 10,11: Practical 6, 7). A


classification of techniques (next slide)
Compare means: A classification of techniques
Exam Structure
SECTION A:
 Answer 1 from 3 questions. All from Semester 1 topics

SECTION B:
 Answer 1 from 2 questions. All from Semester 2 topics

SECTION C (COMPULSORY QUESTION)


 One compulsory question from data analysis topics

(Semester 2) i.e. Lectures 9, 10, and 11 and the


associated computer practical (particularly Practical 5,
6, and 7)
Exam Structure
SECTION A:
 Type of questions generally similar to past exam

papers
SECTION B:
 Type of questions generally similar to past exam

papers
SECTION C (COMPULSORY QUESTION)
 Part a: identifying appropriate statistical analysis

method given a research scenario/question (see


lecture 9,10,11)
 Part b: interpreting results from SPSS (see

Practical 5, 6, 7)
SECTION C (Part A): Example
 Identify the appropriate statistical analysis
technique or statistical test that you would use to
address the research question in the following
situation and briefly explain the reason for your
choice of the statistical analysis technique (next
slide)
SECTION C (Part A): Example
 To encourage customers to spend more on their credit
card, Lloyds TSB recently launched a scheme in which
customers can collect air miles on their credit card
purchases. In a study to assess the effectiveness of
the scheme, the bank took a random sample of 1200
customers and recorded total amount each customer
spent on their credit card in the three months
immediately before the scheme launch. The bank also
recorded the total amount spent in the first three
months of the scheme by the same customers. Has
the Scheme been successful in inducing a
change in mean credit card spending?
SECTION C (Part B)

 Interpretation of SPSS results from the


application of specific statistical technique to
analyse data collected in a given research or
study.
General Tips
 First, analyse a question. One of the common reasons
for failure to get good marks happens because
candidates do not satisfy the requirements of the
question.
 Plan the structure of your answer before you begin.
Make your plan to ensure that you address the
requirements of the question
 Plan how you allocate your time to questions according
to the question and parts of a question.
 If a question require you to apply your knowledge of
research methods to a specific research problem, a
general description of method(s) or theory (with no
application) will NOT satisfy the requirement of the
question.
Finally

Good Luck and Best wishes!

You might also like