Book description
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
Table of contents
- Front Cover
- Half Title
- Title Page
- Copyright
- Contents
- Foreword
- Preface
- Acknowledgements
- 1 Introducing marketing research
-
2 Getting started
- 2.1 Introduction
- 2.2 What does the organization need research for?
- 2.2.1 Corporate planning
- 2.2.2 Market planning
- 2.2.3 Product planning (including packaging and service levels)
- 2.2.4 Promotional planning
- 2.2.5 Distribution planning
- 2.2.6 Price planning
- 2.3 What types of research data are there?
- 2.3.1 Continuous research
- 2.3.2 Ad hoc research
- 2.3.3 Desk research
- 2.3.4 Field research
- 2.4 How can the organization obtain the research it needs?
- 2.4.1 Getting started
- 2.4.2 Resources
- 2.5 Summary
-
3 Marketing research begins at home
- 3.1 Introduction
- 3.2 What can be done at home?
- 3.2.1 Data produced in the normal course of running the organization
- 3.2.2 Data acquired through personal contacts
- 3.2.3 Accumulated research information
- 3.2.4 Decision support systems
- 3.3 What goes into an internal information system?
- 3.3.1 Operating data
- 3.3.2 Market intelligence
- 3.3.3 Information library
- 3.3.4 Customer relationship management systems, data warehouses and data mining
- 3.4 Summary
-
4 ‘Off-the-peg’ research
- 4.1 Introduction
- 4.2 Secondary desk research
- 4.2.1 Introduction
- 4.2.2 Sources
- 4.2.3 Finding the pegs
- 4.2.4 Using secondary data
- 4.3 Syndicated research services
- 4.3.1 Index to syndicated research surveys
- 4.3.2 Guide to syndicated research services
- 4.4 Omnibus research surveys
- 4.4.1 Omnibus research services and suppliers
- 4.4.2 General population omnibus surveys
- 4.4.3 Specialist omnibus surveys
- 4.5 Specialist research services
- 4.5.1 Types of research offered via the Market Research Society
- 4.5.2 Consumer classification systems
- 4.6 Summary
-
5 ‘Made-to-measure’ research
- 5.1 Introduction
- 5.2 Buying a ‘made-to-measure’ research survey is just like buying a ‘made-to-measure’ suit
- 5.3 The ‘made-to-measure’ research process
- 5.4 Stage 1: Defining the research required
- 5.4.1 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 Introduction
- 6.2 Interview methods
- 6.2.1 Interviewing individuals
- 6.2.2 Attitude measurement
- 6.2.3 Projective techniques
- 6.2.4 Interviewing groups
- 6.3 Postal or self-completion research
- 6.4 Internet and e-mail research
- 6.5 Diary panels
- 6.6 Telephone research
- 6.7 Observation research
- 6.7.1 Observation panels
- 6.7.2 Retail audits
- 6.8 Summary
-
7 Who provides the information?
- 7.1 Introduction
- 7.2 What is a sample?
- 7.3 Why use a sample?
- 7.4 How is the sample selected?
- 7.4.1 Random sampling
- 7.4.2 Quota sampling
- 7.4.3 Judgement sampling
- 7.5 How big does the sample need to be?
- 7.5.1 Variability in the population
- 7.5.2 Required level of confidence
- 7.5.3 Required limits of accuracy
- 7.5.4 Allowance for non-response
- 7.5.5 Subgroup analysis requirements
- 7.5.6 Practical factors
- 7.6 Summary
-
8 How do you ask the questions?
- 8.1 Introduction
- 8.2 Why use a questionnaire?
- 8.2.1 To collect relevant data
- 8.2.2 To make data comparable
- 8.2.3 To minimize bias
- 8.2.4 To motivate the respondent
- 8.3 Getting the questionnaire content right
- 8.4 What types of data can be collected using a questionnaire?
- 8.4.1 Fact
- 8.4.2 Opinion
- 8.4.3 Motive
- 8.5 What does a questionnaire contain?
- 8.5.1 Identification data
- 8.5.2 Classification data
- 8.5.3 Subject data
- 8.6 What types of question can be used?
- 8.6.1 Dichotomous questions
- 8.6.2 Multiple-choice questions
- 8.6.3 Open-ended questions
- 8.6.4 Rating scales
- 8.7 How should questions be worded?
- 8.7.1 Meaning
- 8.7.2 Ambiguity
- 8.7.3 Leading
- 8.7.4 Generalization
- 8.7.5 Unidimensionality
- 8.7.6 Cushion statements
- 8.8 Will the respondent answer the questions?
- 8.9 Allowing for method of analysis
- 8.10 Why does presentation matter?
- 8.11 Will the questionnaire work?
- 8.12 Special types of questionnaire
- 8.12.1 Postal or self-completion questionnaires
- 8.12.2 Telephone questionnaires
- 8.12.3 Online questionnaires
- 8.13 Vetting questionnaires
- 8.14 Summary
-
9 Who asks the questions?
- 9.1 Introduction
- 9.2 Interviewers: ‘horses for courses’
- 9.2.1 Fully structured interviews
- 9.2.2 Using rating scales
- 9.2.3 Semi-structured interviews
- 9.2.4 Unstructured interviews
- 9.3 What do interviewers do?
- 9.3.1 Selecting respondents
- 9.3.2 Obtaining interviews
- 9.3.3 Asking questions
- 9.3.4 Probing and prompting
- 9.3.5 Motivating respondents
- 9.3.6 Interpreting and recording responses
- 9.3.7 Interviewer bias
- 9.4 Who are the interviewers?
- 9.4.1 Gender
- 9.4.2 Age
- 9.4.3 Social background
- 9.4.4 Education
- 9.4.5 Job background
- 9.4.6 Personality
- 9.4.7 Training
- 9.5 How are interviewers controlled?
- 9.5.1 The Interviewer Quality Control Scheme
- 9.5.2 Field supervision
- 9.5.3 Postal checking
- 9.5.4 Telephone checks
- 9.5.5 Personal recall checks
- 9.5.6 Editing checks
- 9.5.7 Computer checks
- 9.5.8 Monitoring fieldwork
- 9.6 Choosing a good fieldwork agency
- 9.6.1 Finding the agency
- 9.6.2 Asking pertinent questions
- 9.6.3 Looking at the evidence
- 9.6.4 Membership of the Interviewer Quality Control Scheme
- 9.6.5 Relevant experience
- 9.6.6 Cost
- 9.7 Using an agency for fieldwork
- 9.7.1 Briefing the agency
- 9.7.2 Agreeing the procedures
- 9.7.3 Briefing the interviewers
- 9.8 Asking the questions yourself
- 9.9 Summary
- 10 What happens to the answers?
-
11 How do you buy good research?
- 11.1 Introduction
- 11.2 Getting the research requirement right
- 11.2.1 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 brief
- 11.4 Choosing the right agency
- 11.4.1 Drawing up the shortlist
- 11.4.2 Briefing the agencies
- 11.4.3 The research proposal
- 11.4.4 Selecting the research agency
- 11.5 Checking that the agency does a good job
- 11.5.1 Monitoring while in progress
- 11.5.2 Evaluating the final results
- 11.6 Learning from experience
- 11.6.1 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 feedback
- 11.6.6 What action resulted from the research?
- 11.7 Buying syndicated services
- 11.7.1 Defining the requirement
- 11.7.2 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 reports
- 11.8.1 A scheme for judging research quality
- 11.9 Summary
-
12 Using research in experiments
- 12.1 Introduction
- 12.2 Types of research experiment
- 12.2.1 Experimental launching
- 12.2.2 Pilot launching
- 12.2.3 Specific market test
- 12.2.4 Exploratory market test
- 12.3 Types of experimental design
- 12.3.1 Informal experimental designs
- 12.3.2 Formal experimental designs
- 12.4 Setting up research experiments
- 12.4.1 Selecting the experimental design
- 12.4.2 The scale of the experiment
- 12.4.3 Choosing the test area
- 12.4.4 Timing
- 12.4.5 Test conditions
- 12.4.6 Test variables
- 12.4.7 Cost
- 12.4.8 Syndicated test procedures
- 12.5 Summary
-
13 Using research in business-to-business and industrial markets
- 13.1 Introduction
- 13.2 Getting started
- 13.3 Marketing research begins at home
- 13.4 ‘Off-the-peg’ research
- 13.5 ‘Made-to-measure’ research
- 13.6 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 markets
- 13.13 Summary
-
14 Using research in online markets
- 14.1 Introduction
- 14.2 Getting started
- 14.3 Marketing research begins at home
- 14.4 ‘Off-the-peg’ research
- 14.5 ‘Made-to-measure’ research
- 14.6 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 markets
- 14.13 Summary
-
15 Using research in international markets
- 15.1 Introduction
- 15.2 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 home
- 15.6 ‘Off-the-peg’ research
- 15.7 Secondary desk research
- 15.8 Sources
- 15.8.1 Government published data
- 15.9 ‘Made-to-measure’ research
- 15.9.1 Sampling
- 15.10 Data collection methods
- 15.11 How do you ask the questions?
- 15.12 How do you buy good research?
- 15.12.1 Preparing the brief
- 15.12.2 Selecting the agency
- 15.12.3 Government assistance for overseas research
- 15.12.4 Commissioning the research
- 15.13 Implementing the research
- 15.14 Summary
-
16 Using research in marketing decision making
- 16.1 Introduction
- 16.2 Guide 1: Using research for market analysis
- 16.3 Guide 2: Using research to develop new products and services
- 16.4 Guide 3: Using research to select brand names and pack designs
- 16.5 Guide 4: Using research for pricing decisions
- 16.6 Guide 5: Using research for decisions about advertising
- 16.7 Notes for Guide 1
- 16.8 Notes for Guide 2
- 16.9 Notes for Guide 3
- 16.10 Notes for Guide 4
- 16.11 Notes for Guide 5
- 16.12 Summary
- 17 Where do you go from here?
- Index
Product information
- Title: Marketing Research for Managers, 3rd Edition
- Author(s):
- Release date: June 2012
- Publisher(s): Routledge
- ISBN: 9781136379666
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