Lecture

Qualitative Research is an array of interpretive techniques which seek to describe, decode, translate, and otherwise comes to terms with meaning, not the frequency, of…

Written and Oral Reports Presenting a quality presentation of research findings can have an inordinate effect on a reader’s or a listener’s perceptions of a…

Observation study is a monitoring approach to collecting data where the researcher inspects the activities of a subject or the nature of some materials without…

Measurement scales is the process of assessing an attitudinal disposition using a number that represents a person’s score on an attitudinal continuum ranging from an…

To measure is to discover the extent, dimension, quantity or capacity of something, especially by a comparison with a standard. Measurement in research consists of…

Data Preparation and Description is the activity that ensures the accuracy of the data and their conversion from raw form to reduced and classified forms…

In segment marketing, a firm decides to target several market segments and design separate offers for each. Benefits of segment marketing over mass marketing –…

Pricing is the sum of all the values that consumers exchange for the benefits of having or using the product service. Price is the only…

Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target markets. “Positioning is…

Marketing communications are the means by which firms attempt to inform, persuade and remind consumers – directly or indirectly – about the products and brands…

A segment is unattractive when there are actual or potential substitutes for the product which place a limit on prices and profits. If technology advances…

Brand equity is the added value endowed to product services. This value reflected in how consumers think, feel and act with respect to the brand.