Lectures Notes Consumer Marketing Research

Table of Contents
Lecture 1 ............................................................................................................................... 3
1. Marketing Research Process ..................................................................................... 3
Lecture 2: Exploratory research & qualitative research ......................................................... 4
1. Goals of Qualitative vs Quantitative Research ........................................................... 4
2. Common Qualitative Research Techniques ............................................................... 6
3. Qualitative Data Analysis General Procedure ............................................................ 6
4. R skills: Automated text analysis with R..................................................................... 7
5. R skills: Data transformation ...................................................................................... 9
Lecture 3: Introduction to inferential statistics ...................................................................... 11
1. Statistical Principles: Levels of Measurement .......................................................... 11
2. Statistical Principles: Sampling ................................................................................ 12
3. Statistical Principles: Inference ................................................................................ 13
4. Statistical analyses: Bivariate tests (two variables) .................................................. 16
5. Statistical analyses: Univariate test (one variable) ................................................... 23
6. Statistical analyses: Assumptions behind statistical tests ........................................ 24
Lecture 4: Multiple item measurement reliability & validity ............................................... 26
1. Measurement and marketing ................................................................................... 26
2. Multiple Item Measurement ..................................................................................... 27
3. Assessing reliability ................................................................................................. 29
4. Assessing validity .................................................................................................... 32
Lecture 5: Model testing part 1 ............................................................................................ 36
1. Introduction - Theory: models and hypotheses ............................................................ 36
1. Introduction - Design: survey and experiments ........................................................ 37
2.Introduction - Analysis: introduction to regression ......................................................... 39
2. Analysis - Main effect: several IVs (survey design) .................................................. 43
5. Analysis - Main effect: categorical IV with 2 categories ............................................ 45
6.Analysis - Main effect: categorical IV with n>2 categories ............................................. 48
Lecture 6: Model testing part 2 ............................................................................................ 51
1. Main effect ................................................................................................................... 51
2. Moderation .................................................................................................................. 51
3. Mediation ..................................................................................................................... 52
4. Mediation effect ....................................................................................................... 53
5. Moderation Effect .................................................................................................... 55
6. Moderating effect: Quantitative Moderator ............................................................... 59


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,Lecture 7 ............................................................................................................................. 61
1. Managerial Skills ..................................................................................................... 61
2. Factor Analysis Step by Step (7 steps) ........................................................................ 61
WORKSHOP 2.................................................................................................................... 67
WORKSHOP 3.................................................................................................................... 70
WORKSHOP 4 ................................................................................................................ 72
WORKSHOP 5.................................................................................................................... 76
WORKSHOP 6.................................................................................................................... 79
WORKSHOP 7.................................................................................................................... 82
Practice Exam Questions ................................................................................................ 85




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,Lecture 1

1. Marketing Research Process
Marketing research is the systematic and objective identification, collection, analysis, and
dissemination of information for improving decision-making related to the identification and
solution of problems and opportunities in marketing.




SD: on average, how
far is each individual
grade from the
mean.->small SD =
little variation->large
SD = lot of variation.

The standard error of
the mean indicates
how different the
population mean is
likely to be from a
sample mean. It tells
you how much the
sample mean would
vary if you were to
repeat a study using
new samples from
within a single
population.

The confidence
interval is the range
of values that you
expect your estimate
to fall between a
certain percentage of
the time if you run
your experiment again or re-sample the population in the same way.




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, “summary” will
return min, Q1,
median, mean,
Q3, max.
“quantile” (0.25)
will return Q1
(first quartile)
“quantile” (0.75)
will return Q3
(third quartile)
“IQR” will return
the inter-
quartile range
(Q3-Q1).




Lecture 2: Exploratory research & qualitative research

1. Goals of Qualitative vs Quantitative Research
QUANTITATIVE QUALITATIVE
● Exploration & explanation ● Exploration & description
● Test specific hypotheses ● Insights on complex, new,
● Usually close(d) questions sensitive phenomena
● Large(r) samples of informants ● General open-ended questions
● Aims to generalise (statistical ● Small samples of informants
inference) ● Aims to interpret
● The theoretical framework is ● The theoretical framework is
tested on data emerging from the data




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