Introduction to Advertising Chapter 1 Defining Modern Advertising •      Advertising is paid persuasive communication •      Uses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audience •           Five basic components: –        Paid communication –        ...

X    UNIVERSITY SCHOOL OF BUSINESS MKT : MARKETING RESEARCH SEMESTER: Distribution of Marks: Midsem Exam (20%) Final Exam (30%) Project - Data Collection, Analysis, Report and Presentation (35%) Individual Assignment (10%) Class performance and Attendance (5%) Course Description: This course ...

Primary Scales of Measurement N ominal O rdinal I  nterval R atio Table 7.2 Primary Scales of Measurement Non-Comparative Scaling Techniques Continuous rating scale Ü      Respondents rate objects by placing a mark at the appropriate position on a line that ...

Concept of Causality Ü  Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form "if x, then y" Some simple examples If: n    We increase the temperature on the thermostat n    We increase ...

Descriptive Research Design: Survey, Observation and Internet Survey Methods Ü  Respondents are asked questions regarding their behaviour, intentions, attitudes, awareness, motivations, and demographics and lifestyle characteristics Advantages of Surveys Ü  Standardisation Ü  Ease of administration Ü  Ability to tap the ...

Qualitative Research Methods Chapter Objectives After reading this chapter, you should be able to: Ü        Explain the difference between qualitative and quantitative research. Ü        Understand the various forms of qualitative research Ü        Describe focus groups in detail with emphasis on ...