Marketing research : an integrated approach

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. Cover Marketing Research Contents Foreword by the Chair of the market research Preface Guided tour Acknowledgements The role of marketing research and customer information in decision making Ford – integrated customer information drives product development Introduction An integrated approach Marketing research: a definition The customer database: a definition User-generated content: a definition The marketing concept and the need for marketing information The information explosion The marketing research and database industry The professional bodies and associations in the marketing research industry Maintaining the distinction between marketing research and direct marketing Summary and an integrated approach Discussion questions Additional reading References The marketing research process Virgin Atlantic – journeys to work Introduction Stage 1: identification of problems and opportunities Stage 2: formulation of research needs/research brief Stage 3a: selection of research provider/agency Stage 3b: creation of research design/choice of research method Stage 4: collection of secondary data Stage 5: collection of primary data Stage 6: analysis of data Stage 7: preparation and presentation of research findings and recommendations Managing the client/agency relationship Ethics in marketing research Summary and an integrated approach Discussion questions Additional reading References Secondary data and customer databases Wal-Mart’s data warehouse Introduction The uses, benefits and limitations of secondary data Sources of secondary data The customer database A database as a source of marketing intelligence Database software Marketing decision support systems External secondary information Summary and an integrated approach Discussion questions Additional reading Websites References Collecting observation data and monitoring online user-generated content London Underground – observing the service Introduction Observation research defined Categories of observation Specific observation methods Ethical issues in observation research Summary and an integrated approach Discussion questions Additional reading Reference Collecting and analysing qualitative data The Police – understanding the public Introduction Qualitative research defined Types of research most suited to qualitative research The individual depth interview Group discussions Projective techniques Technological developments in qualitative research Analysis of qualitative data Interpretation of the data Another approach to qualitative data analysis – grounded theory Summary and an integrated approach Discussion questions Additional reading References Collecting quantitative data The National Readership Survey Introduction Quantitative research defined Survey methods Face-to-face methods Telephone interviewing Self-administered surveys Mobile phone surveys Omnibus surveys Hall tests Placement tests Simulated test markets Panels Mixed-mode studies Summary and an integrated approach Discussion questions Additional reading References Designing questionnaires The Target Group Index Introduction The questionnaire-design process Step 1: develop question topics Step 2: select question and response formats Step 3: select wording Step 4: determine sequence Step 5: design layout and appearance Step 6: pilot test Step 7: undertake survey Summary and an integrated approach Discussion questions Additional reading Reference Sampling methods Television audience measurement Introduction The sampling process Step 1: define the population of interest Step 2: determine whether to sample or census Step 3: select the sampling frame Step 4: choose a sampling method Step 5: determine sample size Step 6: implement the sampling procedure Summary and an integrated approach Discussion questions Additional reading Reference Analysing quantitative data Tetley and the round tea bag Introduction Coding Data entry Tabulation and statistical analysis Statistical significance Testing goodness of fit: chi-square Hypotheses about means and proportions Measuring relationships: correlation and regression Multivariate data analysis Summary and an integrated approach Discussion questions Additional reading Quantitative analysis/questionnaire design software suppliers Reference Presenting the research results MTV and Microsoft: disseminating findings in an unorthodox manner Introduction Understanding the audience The marketing research report format The oral presentation format Visual display of data Common dangers in the reporting and presentation of results Presentations on the Internet Summary and an integrated approach Discussion questions Additional reading Websites Reference Marketing research in action: case histories Case 1: Lynx – launching a new brand Case 2: Sony Ericsson – understanding the mobile phone market Case 3: AIR MILES – researching advertising effectiveness Case 4: The Metro – newspaper media research and understanding the readers Case 5: Birmingham Airport – researching customer satisfaction Case 6: Gü – establishing a community for research Case 7: English rugby – researching participation Case 8: Malta and MTV – researching attitudes Case 9: Allied Domecq – researching lifestyles Case 10: Dove – researching beauty for a communications campaign Current issues in marketing research Issue 1: Marketing research versus customer insight Issue 2: Merging marketing research with customer databases Issue 3: Observation and surveillance cameras Issue 4: Declining response rates Issue 5: Challenges of business-tobusiness research Issue 6: Difficulties in achieving representative samples Issue 7: Research and social media Issue 8: Multi-mode interviewing Issue 9: Using technology for data collection Issue 10: Clients going direct to respondents Issue 11: International research Issue 12: The respondents’ view of research Appendix 1 Statistical tables Appendix 2 Snap Getting Started Guide Glossary Index __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. __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. Please Read Brand New, International Softcover Edition, Printed in black and white pages, minor self wear on the cover or pages, Sale restriction may be printed on the book, but Book name, contents, and author are exactly same as Hardcover Edition. Fast delivery through DHL/FedEx express. This Text Provides An Integration Of Both The Professional And Practical Elements Of Marketing Research, By Providing An Understanding Of The Management Issues And The Practical Techniques Facing Today's Marketers.