Theories and a quick tutorial of SPSS analysis for Marketing 3006

Description

Marketing 3006 - Delivering Customer's Insights (Don't worry about the missing content in the sample note you see in the preview, they will appear after you buy the complete note :)) My notes summarized the content of every topic in the exam, including theories from the textbook, for example, the advantages of different research methods, different types of survey errors, and ways to overcome them, as well as of probability/ non- probability sampling. Apart from theories, this note can be used for a better understanding of SPSS analysis, which is very important to your group project and exam. My notes are clearly typed, made based on my understanding of the course and theories straight from the textbook. Better than the lecture slides which just mainly focus on the group project about the SPSS analysis. Topics included: Stages of research; Types of marketing research; Differences between qualitative and quantitative research; Pros and cons of different research methods, ie focus groups, interviews, secondary data, and survey; Leading vs loading questions; Survey error and how to overcome, ie random sampling error, systematic error, response error, non-response error; Stages of questionnaire design; Probability sampling eg cluster, systematic and nonprobability sampling eg judgment and convenience; Observation research; Experimental research; Associations between two variables; SPSS analysis and the test of differences ie. independent t-test, ANOVA, Chi-square, Pearson's correlation, and Bivariate Regression