Page 24 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Neha Tikoo, Lovely Professional University
Unit 2: Introduction to Research

Unit 2: Introduction to Research Notes

CONTENTS
Objectives
Introduction
2.1 Meaning of Research

2.1.1 Definition of Research
2.2 Features of a Good Research Study
2.3 Scope and Significance of Research
2.4 Goals, Strategy and Tactics of Research
2.5 Internal and External Research Suppliers
2.5.1 External Organizations for Conducting Marketing Research

2.6 Marketing Research – A Definition
2.6.1 Explanation
2.7 Scientific Method in Research
2.7.1 Characteristics of Scientific Method

2.7.2 Why MR cannot be considered Scientific
2.7.3 Distinction between Scientific and Unscientific Methods
2.7.4 Difficulties in Applying Scientific Methods to Marketing Research
2.8 Research Process
2.8.1 What is a Research Problem?
2.8.2 What is Research Methodology?

2.8.3 Research Design/Plan
2.8.4 Steps involved in Preparing Market Research Plan or Designing a Research
2.9 Formulating the Problem
2.9.1 Evaluate the Cost of Research

2.9.2 Preparing a List of Needed Information
2.9.3 Decision on Research Design
2.9.4 Select the Sample Types
2.9.5 Determine the Sample Size
2.9.6 Organize the Fieldwork
2.9.7 Analysis of the Data

2.10 Summary
2.11 Keywords
2.12 Review Questions
2.13 Further Readings

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