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MKTG202 Marketing Resarch Notes

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All Marketing 202 notes covered from week 1 to week 9 in Semester 2 at Macquarie University

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21 Pages Complete Study Notes < 1 Year old
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Topics this document covers:
Sampling techniques Survey methodology Measurement Data collection Scientific method Quantitative research Psychometrics Market research Sampling Marketing research Nonprobability sampling Questionnaire
This is a Complete Set of Study Notes

Complete Study Notes typically cover at least half a semester’s content or several topics in greater depth. They are typically greater than 20 pages in length and go into more detail when covering topics.

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Topics this document covers:
Sampling techniques Survey methodology Measurement Data collection Scientific method Quantitative research Psychometrics Market research Sampling Marketing research Nonprobability sampling Questionnaire
Sample Text:
- Specifying the information required to address market issues - Designing the method for collecting information - Managing and implementing the data collection process - Analysing the results - Communicating the findings and their implications. Basic research vs. applied research How marketing research fits into strategic planning - Marketing research provides the information needed to make strategic decisions Typical marketing projects Product modification: Which features are most attractive for these customers Market segmentation: What are the most useful bases on which to segment this market Advertising effectiveness: What is the most effective media for our products TV Newspapers Radio Price sensitivity: What will be the effect on sales if we increase price Positioning studies: What is the most effective positioning of our bra...
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