MKTG-310 Lecture Notes - Lecture 20: Dependent And Independent Variables, Data Analysis, Truancy
10- data analysis
Learning objectives
• Understand why preliminary data analysis and planning is beneficial
• Understand the what is meant by frequency counts
• Understand how cross tab analysis should be conducted
• Understand tests we use in market research to look for relationships between variables
and significant differences
What things do we consider in the research design phase?
• Types of research to consider
o Secondary and syndicated data analysis
o Qualitative research
o Survey and observation research
o Experimental research
• Tasks to consider
o Measurement and scaling
o Questionnaire and form design
o Sampling process and sample size
o Data analysis plan
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