Marketing research:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
McGraw-Hill
1997
|
| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 437 S. graph. Darst. |
| ISBN: | 0077091752 |
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Datensatz im Suchindex
| _version_ | 1804125887580340224 |
|---|---|
| adam_text | CONTENTS
page
PREFACE TO THE FIFTH EDITION xi
DEDICATION xiii
PART ONE GENERAL INTRODUCTION 1
CHAPTER 1 ROLE AND DEVELOPMENT OF MARKETING RESEARCH 3
1.1 Introduction 3
1.2 Discrimination in data 5
1.3 Definition of marketing research 5
1.4 Evolution of marketing research 7
1.5 Sources of marketing research theory and practice 11
1.6 Scope of marketing research 13
1.7 Main divisions of marketing research 15
1.8 Complexity of buying behaviour 25
1.9 Summary 25
Review and discussion questions 26
References 26
PART TWO BASIC TECHNIQUES 29
CHAPTER 2 METHODOLOGIES OF MARKETING RESEARCH 31
2.1 Developing a research design 31
2.2 Three types of research design 32
2.3 Sequential stages of marketing research 35
2.4 Classification of data 39
2.5 Main categories of research techniques 39
2.6 Desirability of combining survey techniques 40
2.7 Primary data observation 44
2.8 Primary data experimentation 46
2.9 Primary data questionnaires 51
2.10 Secondary data internal 53
2.11 Secondary data external 53
2.12 Summary 64
vi CONTENTS
Review and discussion questions 65
References 65
CHAPTER 3 INTRODUCTION TO SAMPLING 67
3.1 Definitions 67
3.2 Origin of sampling 69
3.3 The theory of sampling 71
3.4 Essentials for sound estimators 72
3.5 Confidence intervals 73
3.6 Sampling frames 75
3.7 Summary 82
Review and discussion questions 82
References 82
CHAPTER 4 TYPES OF SAMPLING 84
4.1 Probability sampling (random sampling) 84
4.2 Non probability sampling 96
4.3 Socio economic classifications 101
4.4 Summary 106
Review and discussion questions 106
References 106
CHAPTER 5 CHARACTERISTICS OF SAMPLES 108
5.1 Sample design 108
5.2 Facets of sampling surveys 108
5.3 Sample size 111
5.4 Design factor 117
5.5 Design effect 118
5.6 Normal distribution 118
5.7 Finite population correction 124
5.8 Z values 124
5.9 Sample size does not guarantee accuracy 125
5.10 Summary 126
Review and discussion questions 126
References 127
CHAPTER 6 QUESTIONNAIRES 128
6.1 Introduction 128
6.2 Planning the questionnaire 129
6.3 Question requirements 129
6.4 Bias in questions 132
6.5 Question order effects 132
6.6 Question sequence 133
6.7 Types of question 136
6.8 Pilot testing 139
6.9 Mail questionnaires 141
6.10 Telephone questionnaires 148
6.11 Developments in television surveys 151
6.12 Interactive television polling 155
6.13 Summary 156
CONTENTS Vli
Review and discussion questions 156
References 157
CHAPTER 7 INTERVIEWING 161
7.1 Introduction 161
7.2 Definition of interview 161
7.3 Forms of interview 162
7.4 Interviewing techniques adjusted to types of respondent 163
7.5 Interviewers 164
7.6 Duties of interviewers 167
7.7 Characteristics of interviewers 169
7.8 Interviewer effect 169
7.9 Other sources of bias 173
7.10 Bias from non response 174
7.11 Summary 176
Review and discussion questions 176
References 176
CHAPTER 8 QUALITATIVE RESEARCH AND ATTITUDE RESEARCH 178
8.1 Introduction 178
8.2 Techniques of qualitative research 181
8.3 Can consumer marketing research develop new products? 190
8.4 Principal methods of researching consumer products 190
8.5 Modified approach to qualitative research 192
8.6 Attitude research 192
8.7 Types of scales 193
8.8 Principal scaling methods 195
8.9 Kelly s personal construct theory 203
8.10 Summary 206
Review and discussion questions 206
References 207
PART THREE SPECIFIC RESEARCH APPLICATIONS 211
CHAPTER 9 CONTINUOUS MARKETING RESEARCH 213
9.1 Panels 213
9.2 Consumer purchase panels 214
9.3 Panel methodology 215
9.4 American consumer panels 216
9.5 British consumer panels 216
9.6 Telephone panels 221
9.7 Use of panels in forecasting 222
9.8 Shop audit version of panel research 223
9.9 Back up services 226
9.10 Technological advances in store audits 227
9.11 Omnibus surveys 229
9.12 Summary 231
Review and discussion questions 231
References 231
viU CONTENTS
CHAPTER 10 TEST MARKETING 233
10.1 Introduction 233
10.2 Failure of new products 235
10.3 Markets change over time 237
10.4 Sequential approach to test marketing 238
10.5 New approaches to test marketing 246
10.6 Summary 249
Review and discussion questions 250
References 250
CHAPTER 11 ADVERTISING RESEARCH 251
11.1 Introduction 251
11.2 Theories of advertising influence 252
11.3 Aspects of advertising research 256
11.4 Advertising content research 257
11.5 Advertising media research 259
11.6 Advertising effectiveness research 273
11.7 Summary 298
Review and discussion questions 299
References 299
CHAPTER 12 INDUSTRIAL MARKETING RESEARCH 302
12.1 Introduction 302
12.2 Industrial buying behaviour 302
12.3 Definition of industrial marketing research 308
12.4 Principal characteristics of industrial marketing research 309
12.5 Desk research (secondary data) 309
12.6 Official industry classification 310
12.7 Primary research 313
12.8 Summary 322
Review and discussion questions 322
References 323
CHAPTER 13 INTERNATIONAL MARKETING RESEARCH 325
13.1 Introduction 325
13.2 Need for marketing research 327
13.3 Preliminary evaluation 327
13.4 Typical approaches 328
13.5 Desk research 329
13.6 Government assistance in the UK 329
13.7 Scope of investigations 333
13.8 BETRO Report on Foreign Language Proficiency 339
13.9 Research methodology 340
13.10 Principal methods of organizing research 344
13.11 Appraisal of opportunities 346
13.12 Organization of overseas operation 346
13.13 Summary 347
Review and discussion questions 347
References 348
CONTENTS ix
CHAPTER 14 MARKETING RESEARCH FOR SERVICES 350
14.1 Introduction 350
14.2 Classification of services 352
14.3 The changing financial services scene 353
14.4 Financial marketing research 355
14.5 Travel and leisure research 358
14.6 Public sector services 359
14.7 Social research activities 362
14.8 Three general contributions of survey data 365
14.9 New horizons of marketing research 365
14.10 Summary 368
Review and discussion questions 369
References 369
PART FOUR DATA HANDLING AND INTERPRETATION 371
CHAPTER 15 STATISTICAL ANALYSIS 373
15.1 Tests of hypotheses and significance 373
15.2 Bi variate analysis 386
15.3 Multi variate analysis 391
15.4 Summary 396
Review and discussion questions 396
References 397
CHAPTER 16 FINAL STAGES OF THE SURVEY 399
16.1 Editing 399
16.2 Coding 400
16.3 Tabulation 401
16.4 Computers 402
16.5 Use of weights 403
16.6 Analysis and interpretation 404
16.7 Presentation of the survey report 406
16.8 Composition of the report 407
16.9 Final stages of preparing and presenting the report 409
16.10 Buying marketing research 410
16.11 MRS Code of Conduct 412
16.12 Data Protection Act 414
16.13 Quality standards in marketing research 415
16.14 Briefing research organizations 416
16.15 Interpreting and using marketing research findings 417
16.16 Managerial attitudes to marketing research 417
16.17 Costing marketing research 418
16.18 Summary 420
Review and discussion questions 420
References 421
Appendix 1 CASE STUDY: Role of marketing research in development
of NatWest financial services 422
INDEX 427
|
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| dewey-search | 658.83 658.8/3 20 |
| dewey-sort | 3658.83 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed. |
| format | Book |
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