Comprehensive Guide to Marketing Research: Methods and Analysis

This assignment provides a detailed overview of marketing research, covering essential aspects such as record-keeping requirements, primary and secondary research methods, and statistical data analysis techniques. It lists records required to be kept for specific durations and those necessary for legal compliance. The advantages of electronic record-keeping and cloud backups are discussed, along with rules for protecting customer information. Primary research methods like surveys, observation, and interviews are explained, while secondary research examples include internet data, customer databases, and government agency information. Quantitative and qualitative research methods are differentiated, and various statistical methods of data analysis, such as multiple regression, discriminant analysis, factor analysis, cluster analysis, conjoint analysis, and multidimensional scaling, are outlined. The assignment also details the steps in the market research methodology, including problem definition, research plan development, data collection, analysis, and action implementation. Finally, it addresses competitor analysis and search strategies used in marketing research, highlighting tools and techniques for effective information retrieval. Desklib provides access to this assignment and many other study resources for students.