Marketing research in action:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London u.a.
Routledge
1993
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 367 S. graph. Darst., Kt. |
| ISBN: | 0415067596 041506760X |
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| 100 | 1 | |a Kent, Raymond A. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing research in action |c Raymond A. Kent |
| 250 | |a 1. publ. | ||
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
List of figures ix
List of tables xi
Preface xiii
Acknowledgements xvi
1 Perspectives on marketing research 1
The scope of marketing research 1
Marketing research, market research and market analysis 4
Types of marketing research 5
Textbook categories 5
Market research company distinctions 7
Academic perspectives 10
The uses of marketing research 11
The UK market research industry 13
The research suppliers 13
The research buyers 17
The market research profession 17
Summary 20
Questions for further discussion 21
2 Marketing research data 22
What are data ? 22
Types of data 23
Qualitative data 23
Quantitative data and the measurement process 23
The components of measurement 2l
Frequencies 32
Datasets 33
Summary 33
Exercises and points for further discussion 36
3 Sampling cases 37
When samples are taken 37
vi Contents
Bases for sample selection 3 8
Techniques for drawing representative samples 39
Sources of error 40
Non sampling errors 41
Sampling errors 42
Total survey error 44
Sample design 45
Random and quota sampling 48
Sample size 54
Controlling error 55
Summary 56
Exercises and points for further discussion 58
4 The instruments of data capture 62
Questionnaires 62
Types of questionnaire 63
Types of question 64
Questionnaire wording and layout 78
Testing questionnaires 83
Diaries 85
Diary design 89
Recording devices 90
Summary 95
Exercises and points for further discussion 96
5 Data collection methods 97
Desk research 97
Sources for desk research 99
The uses of desk research 102
Strategies and tactics of desk research 103
Limitations of secondary sources 104
Personal observation 105
Qualitative research 106
The main types of qualitative research 107
The choice of method 119
The applications of qualitative research 120
The analysis and interpretation of data 122
The presentation of results 124
The validity of qualitative research 125
Conclusion 126
Survey research 127
Interview surveys 129
Telephone surveys 134
Postal surveys 136
Experimental research 137
Contents vii
Experimental design 140
Types of experiment 143
Continuous research 150
Panel research 151
Regular interval surveys 158
Panels and interval surveys compared 162
Summary 162
Exercises and points for further discussion 163
6 Data analysis 165
Analysing qualitative data 165
Analysing quantitative data 168
Univariate analysis 169
Bivariate analysis 184
Multivariate analysis 199
Analysing datasets 208
Creating a data matrix 208
Univariate analysis of datasets 211
Bivariate analysis of datasets 216
Multivariate analysis of datasets 218
Summary 218
Exercises and points for further discussion 219
7 Research techniques and applications 221
Diagnostic techniques 222
Market measurement 223
Usage and attitude studies 241
Advertising tracking studies 245
Media audience measurement 258
Predictive techniques 271
Testing products and product concepts 271
Advertising pre testing 281
Volume and brand share prediction 287
Summary 31 ^
Exercises and points for further discussion 310
8 Research design 312
Research for organisations 312
Diagnosing the problem 313
Strengths and weaknesses of the company 315
The decisions to be taken 316
The information required 318
The objectives of the research 320
The research brief 321
The research proposal 323
viii Contents
Exploratory research 325
Data collection, analysis and interpretation 326
Reporting the findings 327
Making recommendations 329
Using research for planning research 330
The research company perspective 330
The client perspective 332
Research specification 321
Academic research 333
Summary 337
Case study 338
Exercise based on case study 338
Glossary 339
References 352
Appendix 1 355
Index 364
List of figures
2.1 A case by variable data matrix 34
2.2 Different data matrix shapes 35
3.1 Interlaced quota controls of age and social class 52
4.1 Example of a demographic page of a questionnaire 68
4.2 Likert type attitude statements 74
4.3 Attitude statement choices 74
4.4 Rating scales 75
4.5 Likert scaling 76
4.6 Semantic differentials 77
4.7 Questionnaire layout 82
4.8 Examples of instructions to interviewer 84
4.9 Sample page from a product diary 87
4.10 Sample page from a media use diary radio listening 88
5.1 The stages of ad hoc survey research 128
5.2 An example of a covering letter for a self completed
questionnaire 138
5.3 The components of an experimental design 139
6.1 Histogram from Table 6.5 172
6.2 A pie chart from Table 6.6 173
6.3 Sampling distribution of the mean 174
6.4 The normal distribution 175
6.5 Chart for measuring random sampling error
(95% probability) 177
6.6 A scattergram for cases A D 186
6.7 A multi dimensional map based on ranking in Table 6.28 207
7.1 A Nielsen table 228
7.2 A Nielsen chart 230
7.3 A product usage table from the Target Group Index 236
7.4 An attitude battery of statements for an alcoholic drink 243
7.5 Continuous versus ad hoc measurement 246
7.6 Advertising awareness and television exposure 250
7.7 Calculating the Awareness Index 251
x List of figures
7.8 Model fitting by eye 252
7.9 Determining the base level from the shape of the decay curve 253
7.10 Comparing different measures of advertising effectiveness
against advertising exposure 253
7.11 Tracking press ad awareness 255
7.12 Attitude scaling for BJM s Stochastic Reaction Monitors 257
7.13 ISBA non overlap marketing regions 261
7.14 The BBC Audience Appreciation Index 264
7.15 A radio diary page 266
7.16 Product combinations for Taylor Nelson s Opti test 280
7.17 A traditional model of consumer behaviour 282
7.18 An alternative model of consumer behaviour 282
7.19 Burke Ad Visor test design 284
7.20 Cumulative penetration of brand 288
7.21 Repeat purchasing rate for brand 289
7.22 Repeat rate and probability of success 295
7.23 Novaction s Penetration Model 298
7.24 Novaction s Preference Analysis 299
7.25 Research International s MicroTest Model 302
7.26 Distribution over time 304
7.27 Repeat buying decay function 305
7.28 Simulated test marketing a summary 307
List of tables
1.1 The top ten AMSO companies by UK turnover, 1989 91
(£ million) 15
1.2 Source of revenue for AMSO companies (£ million) 18
2.1 Social grade definitions 26
2.2 Examples of market research variables 28
2.3 Examples of components of single measurements 31
3.1 Random numbers 59
3.2 Employee output for ABC Products 61
4.1 The most widely used classification variables 66
5.1 Data collection methods 98
5.2 Characteristics of the main variations from standard
discussion groups 109
5.3 Example of homogeneous grouping in qualitative research 110
5.4 Types of experimental design 140
5.5 A randomised block design 142
5.6 A Latin square design 142
5.7 A factorial design 143
6.1 A checklist for analysing qualitative data 167
6.2 Raw metric data 169
6.3 Data from Table 6.2 rearranged with a calculation of the
range, median value, mean and standard deviation 170
6.4 Raw non metric data 171
6.5 Grouped metric data 171
6.6 Respondents by sex 173
6.7 A worked example of weighting: (a) unweighted sample
results; (b) weighted sample results 178
6.8 Scores for individuals A D on Test X and Test Y 185
6.9 The variance on Y 185
6.10 Calculating the slope 187
6.11 The variance of using X to predict Y 187
6.12 Using the calculating formula 188
6.13 Price awareness by sex: frequencies 189
xii List of tables
6.14 Price awareness by sex: column percentages 189
6.15 Price awareness by sex: row percentages 190
6.16 Variable A by variable B 191
6.17 Pet ownership by sex 192
6.18 Responses by sex: marginal total 193
6.19 Responses by sex: expected frequencies 193
6.20 Responses by sex: observed frequencies 193
6.21 Responses by sex 195
6.22 The distribution of Chi square 196
6.23 The calculation of Chi square for Table 6.13 197
6.24 Using grouped metric data to crosstabulate 198
6.25 A three way table 201
6.26 A correlation matrix 202
6.27 Factor loading on two factors 203
6.28 Similarity rankings of six multiples 206
6.29 Regrouping categories 211
6.30 A single variable frequency table: sex composition of
survey respondents 212
6.31 A multi variable frequency table: purchasers of brand X
(N = 2213 213
6.32 Combined frequency table and crosstabulation: vodka
drinkers 213
6.33 A variable listing 214
6.34 A variable breakdown 214
6.35 Price awareness by brand loyalty 216
6.36 Price awareness by brand loyalty, reduced to a 2 X 2 table 216
7.1 Marketing research inputs to product development and testing 272
7.2 Example of output from Burke s BASES 294
7.3 Importance of critical success factors (% of brands that meet
company objectives) 297
8.1 Elements of marketing strategy 317
8.2 Key components of a management report for marketing
research 328
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| isbn | 0415067596 041506760X |
| language | English |
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| spelling | Kent, Raymond A. Verfasser aut Marketing research in action Raymond A. Kent 1. publ. London u.a. Routledge 1993 XV, 367 S. graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Marketing - Recherche - Grande-Bretagne ram Marketing - Recherche ram Marktonderzoek gtt Marketing research Marketing research Great Britain Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Großbritannien Marketingforschung (DE-588)4200055-5 s DE-188 Marktforschung (DE-588)4037630-8 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005492404&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kent, Raymond A. Marketing research in action Marketing - Recherche - Grande-Bretagne ram Marketing - Recherche ram Marktonderzoek gtt Marketing research Marketing research Great Britain Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4037630-8 |
| title | Marketing research in action |
| title_auth | Marketing research in action |
| title_exact_search | Marketing research in action |
| title_full | Marketing research in action Raymond A. Kent |
| title_fullStr | Marketing research in action Raymond A. Kent |
| title_full_unstemmed | Marketing research in action Raymond A. Kent |
| title_short | Marketing research in action |
| title_sort | marketing research in action |
| topic | Marketing - Recherche - Grande-Bretagne ram Marketing - Recherche ram Marktonderzoek gtt Marketing research Marketing research Great Britain Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing - Recherche - Grande-Bretagne Marketing - Recherche Marktonderzoek Marketing research Marketing research Great Britain Marketingforschung Marktforschung Großbritannien |
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