Marketing Research for Managers, 3rd Edition

Marketing Research for Managers, 3rd Edition

by Sunny Crouch, Matthew Housden
Released June 2012
Publisher(s): Routledge
ISBN: 9781136379666

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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

  1. Front Cover
  2. Half Title
  3. Title Page
  4. Copyright
  5. Contents
  6. Foreword
  7. Preface
  8. Acknowledgements
  9. 1 Introducing marketing research
    1. 1.1 Introduction
    2. 1.2 Who needs marketing research?
    3. 1.3 Who should read this book?
    4. 1.4 What does the book cover?
    5. 1.5 Using this book
  10. 2 Getting started
    1. 2.1 Introduction
    2. 2.2 What does the organization need research for?
    3. 2.2.1 Corporate planning
    4. 2.2.2 Market planning
    5. 2.2.3 Product planning (including packaging and service levels)
    6. 2.2.4 Promotional planning
    7. 2.2.5 Distribution planning
    8. 2.2.6 Price planning
    9. 2.3 What types of research data are there?
    10. 2.3.1 Continuous research
    11. 2.3.2 Ad hoc research
    12. 2.3.3 Desk research
    13. 2.3.4 Field research
    14. 2.4 How can the organization obtain the research it needs?
    15. 2.4.1 Getting started
    16. 2.4.2 Resources
    17. 2.5 Summary
  11. 3 Marketing research begins at home
    1. 3.1 Introduction
    2. 3.2 What can be done at home?
    3. 3.2.1 Data produced in the normal course of running the organization
    4. 3.2.2 Data acquired through personal contacts
    5. 3.2.3 Accumulated research information
    6. 3.2.4 Decision support systems
    7. 3.3 What goes into an internal information system?
    8. 3.3.1 Operating data
    9. 3.3.2 Market intelligence
    10. 3.3.3 Information library
    11. 3.3.4 Customer relationship management systems, data warehouses and data mining
    12. 3.4 Summary
  12. 4 ‘Off-the-peg’ research
    1. 4.1 Introduction
    2. 4.2 Secondary desk research
    3. 4.2.1 Introduction
    4. 4.2.2 Sources
    5. 4.2.3 Finding the pegs
    6. 4.2.4 Using secondary data
    7. 4.3 Syndicated research services
    8. 4.3.1 Index to syndicated research surveys
    9. 4.3.2 Guide to syndicated research services
    10. 4.4 Omnibus research surveys
    11. 4.4.1 Omnibus research services and suppliers
    12. 4.4.2 General population omnibus surveys
    13. 4.4.3 Specialist omnibus surveys
    14. 4.5 Specialist research services
    15. 4.5.1 Types of research offered via the Market Research Society
    16. 4.5.2 Consumer classification systems
    17. 4.6 Summary
  13. 5 ‘Made-to-measure’ research
    1. 5.1 Introduction
    2. 5.2 Buying a ‘made-to-measure’ research survey is just like buying a ‘made-to-measure’ suit
    3. 5.3 The ‘made-to-measure’ research process
    4. 5.4 Stage 1: Defining the research required
    5. 5.4.1 Stage 1: Question 1, ‘What is the problem?’
    6. 5.4.2 Stage 1: Question 2, ‘What data are needed to find a solution?’
    7. 5.5 Summary
  14. 6 How are the data collected?
    1. 6.1 Introduction
    2. 6.2 Interview methods
    3. 6.2.1 Interviewing individuals
    4. 6.2.2 Attitude measurement
    5. 6.2.3 Projective techniques
    6. 6.2.4 Interviewing groups
    7. 6.3 Postal or self-completion research
    8. 6.4 Internet and e-mail research
    9. 6.5 Diary panels
    10. 6.6 Telephone research
    11. 6.7 Observation research
    12. 6.7.1 Observation panels
    13. 6.7.2 Retail audits
    14. 6.8 Summary
  15. 7 Who provides the information?
    1. 7.1 Introduction
    2. 7.2 What is a sample?
    3. 7.3 Why use a sample?
    4. 7.4 How is the sample selected?
    5. 7.4.1 Random sampling
    6. 7.4.2 Quota sampling
    7. 7.4.3 Judgement sampling
    8. 7.5 How big does the sample need to be?
    9. 7.5.1 Variability in the population
    10. 7.5.2 Required level of confidence
    11. 7.5.3 Required limits of accuracy
    12. 7.5.4 Allowance for non-response
    13. 7.5.5 Subgroup analysis requirements
    14. 7.5.6 Practical factors
    15. 7.6 Summary
  16. 8 How do you ask the questions?
    1. 8.1 Introduction
    2. 8.2 Why use a questionnaire?
    3. 8.2.1 To collect relevant data
    4. 8.2.2 To make data comparable
    5. 8.2.3 To minimize bias
    6. 8.2.4 To motivate the respondent
    7. 8.3 Getting the questionnaire content right
    8. 8.4 What types of data can be collected using a questionnaire?
    9. 8.4.1 Fact
    10. 8.4.2 Opinion
    11. 8.4.3 Motive
    12. 8.5 What does a questionnaire contain?
    13. 8.5.1 Identification data
    14. 8.5.2 Classification data
    15. 8.5.3 Subject data
    16. 8.6 What types of question can be used?
    17. 8.6.1 Dichotomous questions
    18. 8.6.2 Multiple-choice questions
    19. 8.6.3 Open-ended questions
    20. 8.6.4 Rating scales
    21. 8.7 How should questions be worded?
    22. 8.7.1 Meaning
    23. 8.7.2 Ambiguity
    24. 8.7.3 Leading
    25. 8.7.4 Generalization
    26. 8.7.5 Unidimensionality
    27. 8.7.6 Cushion statements
    28. 8.8 Will the respondent answer the questions?
    29. 8.9 Allowing for method of analysis
    30. 8.10 Why does presentation matter?
    31. 8.11 Will the questionnaire work?
    32. 8.12 Special types of questionnaire
    33. 8.12.1 Postal or self-completion questionnaires
    34. 8.12.2 Telephone questionnaires
    35. 8.12.3 Online questionnaires
    36. 8.13 Vetting questionnaires
    37. 8.14 Summary
  17. 9 Who asks the questions?
    1. 9.1 Introduction
    2. 9.2 Interviewers: ‘horses for courses’
    3. 9.2.1 Fully structured interviews
    4. 9.2.2 Using rating scales
    5. 9.2.3 Semi-structured interviews
    6. 9.2.4 Unstructured interviews
    7. 9.3 What do interviewers do?
    8. 9.3.1 Selecting respondents
    9. 9.3.2 Obtaining interviews
    10. 9.3.3 Asking questions
    11. 9.3.4 Probing and prompting
    12. 9.3.5 Motivating respondents
    13. 9.3.6 Interpreting and recording responses
    14. 9.3.7 Interviewer bias
    15. 9.4 Who are the interviewers?
    16. 9.4.1 Gender
    17. 9.4.2 Age
    18. 9.4.3 Social background
    19. 9.4.4 Education
    20. 9.4.5 Job background
    21. 9.4.6 Personality
    22. 9.4.7 Training
    23. 9.5 How are interviewers controlled?
    24. 9.5.1 The Interviewer Quality Control Scheme
    25. 9.5.2 Field supervision
    26. 9.5.3 Postal checking
    27. 9.5.4 Telephone checks
    28. 9.5.5 Personal recall checks
    29. 9.5.6 Editing checks
    30. 9.5.7 Computer checks
    31. 9.5.8 Monitoring fieldwork
    32. 9.6 Choosing a good fieldwork agency
    33. 9.6.1 Finding the agency
    34. 9.6.2 Asking pertinent questions
    35. 9.6.3 Looking at the evidence
    36. 9.6.4 Membership of the Interviewer Quality Control Scheme
    37. 9.6.5 Relevant experience
    38. 9.6.6 Cost
    39. 9.7 Using an agency for fieldwork
    40. 9.7.1 Briefing the agency
    41. 9.7.2 Agreeing the procedures
    42. 9.7.3 Briefing the interviewers
    43. 9.8 Asking the questions yourself
    44. 9.9 Summary
  18. 10 What happens to the answers?
    1. 10.1 Introduction
    2. 10.2 Analysis and interpretation of qualitative data
    3. 10.3 Analysis of quantitative data
    4. 10.3.1 Data preparation
    5. 10.3.2 Data processing
    6. 10.3.3 Statistical analysis
    7. 10.4 Interpretation of quantitative data
    8. 10.5 Reporting
    9. 10.5.1 The research report
    10. 10.6 Summary
  19. 11 How do you buy good research?
    1. 11.1 Introduction
    2. 11.2 Getting the research requirement right
    3. 11.2.1 Is research really necessary?
    4. 11.2.2 What type of research is needed?
    5. 11.2.3 What will the research be used for?
    6. 11.2.4 When is the research needed by?
    7. 11.2.5 How much is the research information worth?
    8. 11.3 Preparing the brief
    9. 11.4 Choosing the right agency
    10. 11.4.1 Drawing up the shortlist
    11. 11.4.2 Briefing the agencies
    12. 11.4.3 The research proposal
    13. 11.4.4 Selecting the research agency
    14. 11.5 Checking that the agency does a good job
    15. 11.5.1 Monitoring while in progress
    16. 11.5.2 Evaluating the final results
    17. 11.6 Learning from experience
    18. 11.6.1 Were the objectives right?
    19. 11.6.2 Was the research programme right?
    20. 11.6.3 Was too much or too little information produced?
    21. 11.6.4 Did it help to provide a solution?
    22. 11.6.5 Using feedback
    23. 11.6.6 What action resulted from the research?
    24. 11.7 Buying syndicated services
    25. 11.7.1 Defining the requirement
    26. 11.7.2 Does the service meet the requirement?
    27. 11.7.3 Does the service provide adequate flexibility?
    28. 11.7.4 Is the money worth spending?
    29. 11.8 Evaluating other research reports
    30. 11.8.1 A scheme for judging research quality
    31. 11.9 Summary
  20. 12 Using research in experiments
    1. 12.1 Introduction
    2. 12.2 Types of research experiment
    3. 12.2.1 Experimental launching
    4. 12.2.2 Pilot launching
    5. 12.2.3 Specific market test
    6. 12.2.4 Exploratory market test
    7. 12.3 Types of experimental design
    8. 12.3.1 Informal experimental designs
    9. 12.3.2 Formal experimental designs
    10. 12.4 Setting up research experiments
    11. 12.4.1 Selecting the experimental design
    12. 12.4.2 The scale of the experiment
    13. 12.4.3 Choosing the test area
    14. 12.4.4 Timing
    15. 12.4.5 Test conditions
    16. 12.4.6 Test variables
    17. 12.4.7 Cost
    18. 12.4.8 Syndicated test procedures
    19. 12.5 Summary
  21. 13 Using research in business-to-business and industrial markets
    1. 13.1 Introduction
    2. 13.2 Getting started
    3. 13.3 Marketing research begins at home
    4. 13.4 ‘Off-the-peg’ research
    5. 13.5 ‘Made-to-measure’ research
    6. 13.6 How are the data collected?
    7. 13.7 Who provides the information?
    8. 13.8 How are the questions asked?
    9. 13.9 Who asks the questions?
    10. 13.10 What happens to the answers?
    11. 13.11 How do you buy good research?
    12. 13.12 Using research in industrial markets
    13. 13.13 Summary
  22. 14 Using research in online markets
    1. 14.1 Introduction
    2. 14.2 Getting started
    3. 14.3 Marketing research begins at home
    4. 14.4 ‘Off-the-peg’ research
    5. 14.5 ‘Made-to-measure’ research
    6. 14.6 How are the data collected?
    7. 14.7 Who provides the information?
    8. 14.8 How are the questions asked?
    9. 14.9 Who asks the questions?
    10. 14.10 What happens to the answers?
    11. 14.11 How do you buy good research?
    12. 14.12 Using research in online markets
    13. 14.13 Summary
  23. 15 Using research in international markets
    1. 15.1 Introduction
    2. 15.2 Who monitors the quality of international research?
    3. 15.3 Who are the users?
    4. 15.4 Who undertakes the research?
    5. 15.5 International market research begins at home
    6. 15.6 ‘Off-the-peg’ research
    7. 15.7 Secondary desk research
    8. 15.8 Sources
    9. 15.8.1 Government published data
    10. 15.9 ‘Made-to-measure’ research
    11. 15.9.1 Sampling
    12. 15.10 Data collection methods
    13. 15.11 How do you ask the questions?
    14. 15.12 How do you buy good research?
    15. 15.12.1 Preparing the brief
    16. 15.12.2 Selecting the agency
    17. 15.12.3 Government assistance for overseas research
    18. 15.12.4 Commissioning the research
    19. 15.13 Implementing the research
    20. 15.14 Summary
  24. 16 Using research in marketing decision making
    1. 16.1 Introduction
    2. 16.2 Guide 1: Using research for market analysis
    3. 16.3 Guide 2: Using research to develop new products and services
    4. 16.4 Guide 3: Using research to select brand names and pack designs
    5. 16.5 Guide 4: Using research for pricing decisions
    6. 16.6 Guide 5: Using research for decisions about advertising
    7. 16.7 Notes for Guide 1
    8. 16.8 Notes for Guide 2
    9. 16.9 Notes for Guide 3
    10. 16.10 Notes for Guide 4
    11. 16.11 Notes for Guide 5
    12. 16.12 Summary
  25. 17 Where do you go from here?
    1. 17.1 Introduction
    2. 17.2 Who are you and in which direction do you want to go?
    3. 17.2.1 Who are you?
    4. 17.2.2 In which direction do you want to go?
    5. 17.3 Developing skills as a research user
    6. 17.4 Developing skills as a research practitioner
    7. 17.5 Passing examinations
    8. 17.6 Further reading
  26. Index

Product information

  • Title: Marketing Research for Managers, 3rd Edition
  • Author(s): Sunny Crouch, Matthew Housden
  • Release date: June 2012
  • Publisher(s): Routledge
  • ISBN: 9781136379666