For Instructors and educators!

This website is designed to be used as a case study for educational purposes and accompanies A Concise Guide to Market Research and Market Research. This website offers background information on Oddjob Airlines that students can use to help write up an introduction to the company.

As the two books focus on market research, it is not surprising that we have a section on this under /Market Research. This section is specifically aimed to illustrate Chapter 4 of both books.

• First is an example of experimental research which shows a simple manipulation by either using a male or female voice.
• Under Interviews we show a few issues associated with focus groups and in-depth interviews.
• Telephone interviews are common and we show a number of common issues and pitfalls.
• The Survey demonstrates a number of common issues when writing survey questions.
• Lastly, the introduction to social media surveys and the survey itself demonstrate how to craft social media surveys.

This website is accompanied by https://www.guide-market-research.com. On the latter website you can find instructional resources such as a complete set of slides (only available to instructors and educators), additional readings available to all, and code and syntax.