Additional Information
Book Details
Abstract
Marketing Research: An Integrated Approach, 3rd Edition, is invaluable for anyone studying marketing research at a degree or diploma level and is core reading for those students taking the joint module on Marketing Research and Information offered by the Chartered Institute of Marketing and The Market Research Society.
The book places research in the bigger picture of marketing and demonstrates how an understanding of marketing research is a key requirement of any effective marketing professional. The text integrates the key concepts and techniques of marketing research with the management of customer information from databases, loyalty cards and customer files.
Marketing Research is written in a clear and accessible style using many examples, real-life case histories and discussions of current issues in marketing research and customer information management that makes it very suitable for supporting the delivery of single semester modules on marketing research.
Online resources include an Instructor’s Manual and PowerPoint slides for instructors, along with a free CD incorporating a ‘demo’ version of SNAP, one of the leading fully-integrated survey software packages for questionnaire design, data collection and analysis.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover\r | Cover | ||
| Marketing Research\r | i | ||
| Contents | vii | ||
| Foreword by the Chair of the market research \r | xii | ||
| Preface | xiii | ||
| Guided tour | xviii | ||
| Acknowledgements | xxi | ||
| The role of marketing research and customer information in decision making | 1 | ||
| Ford – integrated customer information drives product development | 1 | ||
| Introduction | 2 | ||
| An integrated approach | 2 | ||
| Marketing research: a definition | 3 | ||
| The customer database: a definition | 4 | ||
| User-generated content: a definition | 7 | ||
| The marketing concept and the need for marketing information | 7 | ||
| The information explosion | 10 | ||
| The marketing research and database industry | 11 | ||
| The professional bodies and associations in the marketing research industry | 14 | ||
| Maintaining the distinction between marketing research and direct marketing | 14 | ||
| Summary and an integrated approach | 16 | ||
| Discussion questions | 17 | ||
| Additional reading | 17 | ||
| References | 17 | ||
| The marketing research process | 18 | ||
| Virgin Atlantic – journeys to work | 18 | ||
| Introduction | 19 | ||
| Stage 1: identification of problems and opportunities | 19 | ||
| Stage 2: formulation of research needs/research brief | 21 | ||
| Stage 3a: selection of research provider/agency | 25 | ||
| Stage 3b: creation of research design/choice of research method | 34 | ||
| Stage 4: collection of secondary data | 36 | ||
| Stage 5: collection of primary data | 37 | ||
| Stage 6: analysis of data | 38 | ||
| Stage 7: preparation and presentation of research findings and recommendations | 38 | ||
| Managing the client/agency relationship | 38 | ||
| Ethics in marketing research | 39 | ||
| Summary and an integrated approach | 48 | ||
| Discussion questions | 49 | ||
| Additional reading | 49 | ||
| References | 49 | ||
| Secondary data and customer databases | 50 | ||
| Wal-Mart’s data warehouse | 50 | ||
| Introduction | 51 | ||
| The uses, benefits and limitations of secondary data | 51 | ||
| Sources of secondary data | 54 | ||
| The customer database | 55 | ||
| A database as a source of marketing intelligence | 61 | ||
| Database software | 67 | ||
| Marketing decision support systems | 68 | ||
| External secondary information | 69 | ||
| Summary and an integrated approach | 81 | ||
| Discussion questions | 81 | ||
| Additional reading | 82 | ||
| Websites | 82 | ||
| References | 82 | ||
| Collecting observation data and monitoring online user-generated content | 83 | ||
| London Underground – observing the service | 83 | ||
| Introduction | 84 | ||
| Observation research defined | 85 | ||
| Categories of observation | 86 | ||
| Specific observation methods | 87 | ||
| Ethical issues in observation research | 98 | ||
| Summary and an integrated approach | 98 | ||
| Discussion questions | 99 | ||
| Additional reading | 99 | ||
| Reference | 100 | ||
| Collecting and analysing qualitative data | 101 | ||
| The Police – understanding the public | 101 | ||
| Introduction | 102 | ||
| Qualitative research defined | 103 | ||
| Types of research most suited to qualitative research | 103 | ||
| The individual depth interview | 105 | ||
| Group discussions | 108 | ||
| Projective techniques | 115 | ||
| Technological developments in qualitative research | 118 | ||
| Analysis of qualitative data | 120 | ||
| Interpretation of the data | 125 | ||
| Another approach to qualitative data analysis – grounded theory | 125 | ||
| Summary and an integrated approach | 126 | ||
| Discussion questions | 127 | ||
| Additional reading | 127 | ||
| References | 128 | ||
| Collecting quantitative data | 129 | ||
| The National Readership Survey | 129 | ||
| Introduction | 130 | ||
| Quantitative research defined | 130 | ||
| Survey methods | 131 | ||
| Face-to-face methods | 131 | ||
| Telephone interviewing | 135 | ||
| Self-administered surveys | 137 | ||
| Mobile phone surveys | 143 | ||
| Omnibus surveys | 143 | ||
| Hall tests | 144 | ||
| Placement tests | 145 | ||
| Simulated test markets | 146 | ||
| Panels | 147 | ||
| Mixed-mode studies | 149 | ||
| Summary and an integrated approach | 150 | ||
| Discussion questions | 151 | ||
| Additional reading | 152 | ||
| References | 152 | ||
| Designing questionnaires | 153 | ||
| The Target Group Index | 153 | ||
| Introduction | 154 | ||
| The questionnaire-design process | 155 | ||
| Step 1: develop question topics | 156 | ||
| Step 2: select question and response formats | 157 | ||
| Step 3: select wording | 171 | ||
| Step 4: determine sequence | 174 | ||
| Step 5: design layout and appearance | 175 | ||
| Step 6: pilot test | 177 | ||
| Step 7: undertake survey | 178 | ||
| Summary and an integrated approach | 178 | ||
| Discussion questions | 179 | ||
| Additional reading | 179 | ||
| Reference | 179 | ||
| Sampling methods | 180 | ||
| Television audience measurement | 180 | ||
| Introduction | 182 | ||
| The sampling process | 182 | ||
| Step 1: define the population of interest | 183 | ||
| Step 2: determine whether to sample or census | 183 | ||
| Step 3: select the sampling frame | 184 | ||
| Step 4: choose a sampling method | 186 | ||
| Step 5: determine sample size | 194 | ||
| Step 6: implement the sampling procedure | 198 | ||
| Summary and an integrated approach | 202 | ||
| Discussion questions | 203 | ||
| Additional reading | 203 | ||
| Reference | 203 | ||
| Analysing quantitative data | 204 | ||
| Tetley and the round tea bag | 204 | ||
| Introduction | 205 | ||
| Coding | 206 | ||
| Data entry | 207 | ||
| Tabulation and statistical analysis | 207 | ||
| Statistical significance | 212 | ||
| Testing goodness of fit: chi-square | 214 | ||
| Hypotheses about means and proportions | 215 | ||
| Measuring relationships: correlation and regression | 218 | ||
| Multivariate data analysis | 224 | ||
| Summary and an integrated approach | 229 | ||
| Discussion questions | 230 | ||
| Additional reading | 230 | ||
| Quantitative analysis/questionnaire design software suppliers | 231 | ||
| Reference | 231 | ||
| Presenting the research results | 232 | ||
| MTV and Microsoft: disseminating findings in an unorthodox manner | 232 | ||
| Introduction | 233 | ||
| Understanding the audience | 233 | ||
| The marketing research report format | 235 | ||
| The oral presentation format | 237 | ||
| Visual display of data | 239 | ||
| Common dangers in the reporting and presentation of results | 245 | ||
| Presentations on the Internet | 246 | ||
| Summary and an integrated approach | 246 | ||
| Discussion questions | 247 | ||
| Additional reading | 247 | ||
| Websites | 248 | ||
| Reference | 248 | ||
| Marketing research in action: case histories | 249 | ||
| Case 1: \rLynx – launching a new brand | 250 | ||
| Case 2: Sony Ericsson – understanding the mobile phone market \r | 254 | ||
| Case 3: \rAIR MILES – researching advertising effectiveness | 258 | ||
| Case 4: The Metro – newspaper media research and understanding the readers \r | 261 | ||
| Case 5: \rBirmingham Airport – researching customer satisfaction | 264 | ||
| Case 6: Gü – establishing a community for research \r | 267 | ||
| Case 7: English rugby – researching participation \r | 270 | ||
| Case 8: Malta and MTV – researching attitudes \r | 274 | ||
| Case 9: Allied Domecq – researching lifestyles \r | 277 | ||
| Case 10: Dove – researching beauty for a communications campaign \r | 281 | ||
| Current issues in marketing research | 287 | ||
| Issue 1: \rMarketing research versus customer insight | 289 | ||
| Issue 2: Merging marketing research with customer databases \r | 292 | ||
| Issue 3: Observation and surveillance cameras | 296 | ||
| Issue 4: Declining response rates | 300 | ||
| Issue 5: Challenges of business-tobusiness research \r | 303 | ||
| Issue 6: Difficulties in achieving representative samples \r | 307 | ||
| Issue 7: Research and social media | 312 | ||
| Issue 8: Multi-mode interviewing | 316 | ||
| Issue 9: Using technology for data collection | 320 | ||
| Issue 10: Clients going direct to respondents | 323 | ||
| Issue 11: International research | 327 | ||
| Issue 12: \rThe respondents’ view of research | 331 | ||
| Appendix 1 \rStatistical tables | 335 | ||
| Appendix 2 Snap Getting Started Guide\r | 339 | ||
| Glossary | 389 | ||
| Index | 400 |