book

Marketing Research for Managers, 3rd Edition

by Sunny Crouch, Matthew Housden

June 2012

Intermediate to advanced

392 pages

10h 41m

English

Routledge

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Front Cover
Half Title
Title Page
Copyright
Contents
Foreword
Preface
Acknowledgements
1 Introducing marketing research
1.1 Introduction1.2 Who needs marketing research?1.3 Who should read this book?1.4 What does the book cover?1.5 Using this book
2 Getting started
2.1 Introduction2.2 What does the organization need research for?2.2.1 Corporate planning2.2.2 Market planning2.2.3 Product planning (including packaging and service levels)2.2.4 Promotional planning2.2.5 Distribution planning2.2.6 Price planning2.3 What types of research data are there?2.3.1 Continuous research2.3.2 Ad hoc research2.3.3 Desk research2.3.4 Field research2.4 How can the organization obtain the research it needs?2.4.1 Getting started2.4.2 Resources2.5 Summary

3 Marketing research begins at home
3.1 Introduction3.2 What can be done at home?3.2.1 Data produced in the normal course of running the organization3.2.2 Data acquired through personal contacts3.2.3 Accumulated research information3.2.4 Decision support systems3.3 What goes into an internal information system?3.3.1 Operating data3.3.2 Market intelligence3.3.3 Information library3.3.4 Customer relationship management systems, data warehouses and data mining3.4 Summary
4 ‘Off-the-peg’ research
4.1 Introduction4.2 Secondary desk research4.2.1 Introduction4.2.2 Sources4.2.3 Finding the pegs4.2.4 Using secondary data4.3 Syndicated research services4.3.1 Index to syndicated research surveys4.3.2 Guide to syndicated research services4.4 Omnibus research surveys4.4.1 Omnibus research services and suppliers4.4.2 General population omnibus surveys4.4.3 Specialist omnibus surveys4.5 Specialist research services4.5.1 Types of research offered via the Market Research Society4.5.2 Consumer classification systems4.6 Summary
5 ‘Made-to-measure’ research
5.1 Introduction5.2 Buying a ‘made-to-measure’ research survey is just like buying a ‘made-to-measure’ suit5.3 The ‘made-to-measure’ research process5.4 Stage 1: Defining the research required5.4.1 Stage 1: Question 1, ‘What is the problem?’5.4.2 Stage 1: Question 2, ‘What data are needed to find a solution?’5.5 Summary
6 How are the data collected?
6.1 Introduction6.2 Interview methods6.2.1 Interviewing individuals6.2.2 Attitude measurement6.2.3 Projective techniques6.2.4 Interviewing groups6.3 Postal or self-completion research6.4 Internet and e-mail research6.5 Diary panels6.6 Telephone research6.7 Observation research6.7.1 Observation panels6.7.2 Retail audits6.8 Summary
7 Who provides the information?
7.1 Introduction7.2 What is a sample?7.3 Why use a sample?7.4 How is the sample selected?7.4.1 Random sampling7.4.2 Quota sampling7.4.3 Judgement sampling7.5 How big does the sample need to be?7.5.1 Variability in the population7.5.2 Required level of confidence7.5.3 Required limits of accuracy7.5.4 Allowance for non-response7.5.5 Subgroup analysis requirements7.5.6 Practical factors7.6 Summary
8 How do you ask the questions?
8.1 Introduction8.2 Why use a questionnaire?8.2.1 To collect relevant data8.2.2 To make data comparable8.2.3 To minimize bias8.2.4 To motivate the respondent8.3 Getting the questionnaire content right8.4 What types of data can be collected using a questionnaire?8.4.1 Fact8.4.2 Opinion8.4.3 Motive8.5 What does a questionnaire contain?8.5.1 Identification data8.5.2 Classification data8.5.3 Subject data8.6 What types of question can be used?8.6.1 Dichotomous questions8.6.2 Multiple-choice questions8.6.3 Open-ended questions8.6.4 Rating scales8.7 How should questions be worded?8.7.1 Meaning8.7.2 Ambiguity8.7.3 Leading8.7.4 Generalization8.7.5 Unidimensionality8.7.6 Cushion statements8.8 Will the respondent answer the questions?8.9 Allowing for method of analysis8.10 Why does presentation matter?8.11 Will the questionnaire work?8.12 Special types of questionnaire8.12.1 Postal or self-completion questionnaires8.12.2 Telephone questionnaires8.12.3 Online questionnaires8.13 Vetting questionnaires8.14 Summary
9 Who asks the questions?
9.1 Introduction9.2 Interviewers: ‘horses for courses’9.2.1 Fully structured interviews9.2.2 Using rating scales9.2.3 Semi-structured interviews9.2.4 Unstructured interviews9.3 What do interviewers do?9.3.1 Selecting respondents9.3.2 Obtaining interviews9.3.3 Asking questions9.3.4 Probing and prompting9.3.5 Motivating respondents9.3.6 Interpreting and recording responses9.3.7 Interviewer bias9.4 Who are the interviewers?9.4.1 Gender9.4.2 Age9.4.3 Social background9.4.4 Education9.4.5 Job background9.4.6 Personality9.4.7 Training9.5 How are interviewers controlled?9.5.1 The Interviewer Quality Control Scheme9.5.2 Field supervision9.5.3 Postal checking9.5.4 Telephone checks9.5.5 Personal recall checks9.5.6 Editing checks9.5.7 Computer checks9.5.8 Monitoring fieldwork9.6 Choosing a good fieldwork agency9.6.1 Finding the agency9.6.2 Asking pertinent questions9.6.3 Looking at the evidence9.6.4 Membership of the Interviewer Quality Control Scheme9.6.5 Relevant experience9.6.6 Cost9.7 Using an agency for fieldwork9.7.1 Briefing the agency9.7.2 Agreeing the procedures9.7.3 Briefing the interviewers9.8 Asking the questions yourself9.9 Summary
10 What happens to the answers?
10.1 Introduction10.2 Analysis and interpretation of qualitative data10.3 Analysis of quantitative data10.3.1 Data preparation10.3.2 Data processing10.3.3 Statistical analysis10.4 Interpretation of quantitative data10.5 Reporting10.5.1 The research report10.6 Summary
11 How do you buy good research?
11.1 Introduction11.2 Getting the research requirement right11.2.1 Is research really necessary?11.2.2 What type of research is needed?11.2.3 What will the research be used for?11.2.4 When is the research needed by?11.2.5 How much is the research information worth?11.3 Preparing the brief11.4 Choosing the right agency11.4.1 Drawing up the shortlist11.4.2 Briefing the agencies11.4.3 The research proposal11.4.4 Selecting the research agency11.5 Checking that the agency does a good job11.5.1 Monitoring while in progress11.5.2 Evaluating the final results11.6 Learning from experience11.6.1 Were the objectives right?11.6.2 Was the research programme right?11.6.3 Was too much or too little information produced?11.6.4 Did it help to provide a solution?11.6.5 Using feedback11.6.6 What action resulted from the research?11.7 Buying syndicated services11.7.1 Defining the requirement11.7.2 Does the service meet the requirement?11.7.3 Does the service provide adequate flexibility?11.7.4 Is the money worth spending?11.8 Evaluating other research reports11.8.1 A scheme for judging research quality11.9 Summary
12 Using research in experiments
12.1 Introduction12.2 Types of research experiment12.2.1 Experimental launching12.2.2 Pilot launching12.2.3 Specific market test12.2.4 Exploratory market test12.3 Types of experimental design12.3.1 Informal experimental designs12.3.2 Formal experimental designs12.4 Setting up research experiments12.4.1 Selecting the experimental design12.4.2 The scale of the experiment12.4.3 Choosing the test area12.4.4 Timing12.4.5 Test conditions12.4.6 Test variables12.4.7 Cost12.4.8 Syndicated test procedures12.5 Summary
13 Using research in business-to-business and industrial markets
13.1 Introduction13.2 Getting started13.3 Marketing research begins at home13.4 ‘Off-the-peg’ research13.5 ‘Made-to-measure’ research13.6 How are the data collected?13.7 Who provides the information?13.8 How are the questions asked?13.9 Who asks the questions?13.10 What happens to the answers?13.11 How do you buy good research?13.12 Using research in industrial markets13.13 Summary
14 Using research in online markets
14.1 Introduction14.2 Getting started14.3 Marketing research begins at home14.4 ‘Off-the-peg’ research14.5 ‘Made-to-measure’ research14.6 How are the data collected?14.7 Who provides the information?14.8 How are the questions asked?14.9 Who asks the questions?14.10 What happens to the answers?14.11 How do you buy good research?14.12 Using research in online markets14.13 Summary
15 Using research in international markets
15.1 Introduction15.2 Who monitors the quality of international research?15.3 Who are the users?15.4 Who undertakes the research?15.5 International market research begins at home15.6 ‘Off-the-peg’ research15.7 Secondary desk research15.8 Sources15.8.1 Government published data15.9 ‘Made-to-measure’ research15.9.1 Sampling15.10 Data collection methods15.11 How do you ask the questions?15.12 How do you buy good research?15.12.1 Preparing the brief15.12.2 Selecting the agency15.12.3 Government assistance for overseas research15.12.4 Commissioning the research15.13 Implementing the research15.14 Summary
16 Using research in marketing decision making
16.1 Introduction16.2 Guide 1: Using research for market analysis16.3 Guide 2: Using research to develop new products and services16.4 Guide 3: Using research to select brand names and pack designs16.5 Guide 4: Using research for pricing decisions16.6 Guide 5: Using research for decisions about advertising16.7 Notes for Guide 116.8 Notes for Guide 216.9 Notes for Guide 316.10 Notes for Guide 416.11 Notes for Guide 516.12 Summary
17 Where do you go from here?
17.1 Introduction17.2 Who are you and in which direction do you want to go?17.2.1 Who are you?17.2.2 In which direction do you want to go?17.3 Developing skills as a research user17.4 Developing skills as a research practitioner17.5 Passing examinations17.6 Further reading
Index

Overview

The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool.

This new edition of the text includes:

* The development of the "knowledge economy"
* Analysis of customer relationship management
* Comprehensive discussion of electronic techniques
* New and updated case studies and examples

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