Market research: a guide to planning, methodology & evaluation
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2002
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 278 S. Ill., graph. Darst. |
| ISBN: | 0749437308 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804130354662998016 |
|---|---|
| adam_text | Preface to the third edition viii
1 What is market research? 1
Research for marketing decisions 1; Markets and market research 4; The
scope of market research information 6; Quantitative and qualitative
research 7; The market research process 8; The organization of market
research 11
2 Applications 14
A framework for market research applications 15; Pre birth: establishing
needs 17; Youth: getting the product off the ground 19; Maturity:
improving product performance 22; Old age: working out the next
move 22
3 Planning market research 25
Elements of a market research plan 25; Information for decision making
26; Research objectives 27; Information coverage 29; Accuracy 31;
Research methods and design 32; Resources 34; Timetable 35;
Maintaining quality in research 36; Preparing a written plan 37
4 How to get information for next to nothing 39
Why re invent the wheel? 39; Resources 40; Sources of sources the
high level view 40; Industry experts 41; The Internet 42; Online data¬
bases and market data 44; Specialized industry data 46; Company data
46; Government statistics 47; Trade and industry bodies 48; Market
research reports 49; The press 49; Directories 50; The range of informa¬
tion available from desk research 51; Planning, recording and evaluating
desk research 54; The limits of desk research 55; List of contacts 56
5 Qualitative research 59
The differences between qualitative and quantitative research 59;
Problems that can be solved by qualitative research 61; Methods of qual¬
itative research 62
6 Quantitative research 73
Quantitative research and sampling 73; Types of quantitative data 74;
Level of measurement 76; Frequency of measurement 77; The nature of
the respondent 79; Methods of data collection: direct measurement 80;
Methods of data collection: interviewing 82; Product and stimulus expo¬
sure 84; Data recording and data analysis 85; Research management
issues 87; Developing the research design 89
7 Samples 90
Sampling size, sampling error and confidence levels 90; Sampling small
populations 95; Statistical significance 95; Random sampling 97; Multi¬
stage and stratified samples 100; Random walk sampling 102; Random
sampling and non response 102; Quota samples 103
8 Questionnaire design 106
The four purposes of questionnaires 106; Types of questionnaire 107;
Different types of question 107; Behavioural questions 110; Attitudinal
questions 110; Classification questions 118; Principles of questionnaire
design 120; Things to beware of when designing questionnaires 122;
Getting the questionnaire to work 123; Postal questionnaires 123
9 Data collection methods 140
Personal interviews 140; Telephone interviews 144; Group discussions
146; Hall tests and clinics 149; Postal and self completion surveys 151;
Internet research 152; Mystery shopping 155
10 Product testing 157
What can be achieved by product research? 158; Packaging research 161;
Techniques used in product testing 162; Methods of questioning 164;
Limitations of product development research 168
11 Customer satisfaction surveys 171
Why customer satisfaction is so important 171; Who should be inter¬
viewed? 172; What should be measured? 173; How should the interview
be carried out? 175; How should satisfaction be measured? 178; What do
the measurements mean? 179; How are customer satisfaction surveys
used to greatest effect? 181
12 Data analysis 186
Simple quantitative data analysis closed questions 186; Simple quanti¬
tative data analysis open ended questions 192; Simple quantitative
data analysis numerical responses 195; Multivariate analysis 196;
Management of quantitative data analysis 199; Qualitative data analysis
202; Notes on standard deviation, standard error and sampling error 204
13 Report writing 205
Targeting the report 206; A structure for a research brief 207; A structure
for a research proposal 210; A structure for a report on research findings
215; Developing a story line 215; Working out a report structure 218;
Preparing the report 231; Getting the report to read well 232; Working to
a deadline 235; Presentations 236
14 The market research industry 239
The demand for market research 239; Market researchers 242; The
professional bodies 243; Market research agencies 244; Research agency
services 246; Codes of practice and quality schemes 249; List of contacts
251
References and further reading 253
Index 267
|
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| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| id | DE-604.BV017593777 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:19:42Z |
| institution | BVB |
| isbn | 0749437308 |
| language | English |
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| publisher | Kogan Page |
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| spelling | Hague, Paul Verfasser aut Market research a guide to planning, methodology & evaluation Paul Hague 3. ed. London [u.a.] Kogan Page 2002 X, 278 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktforschung (DE-588)4037630-8 s DE-604 Jackson, Peter Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010585687&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hague, Paul Jackson, Peter Market research a guide to planning, methodology & evaluation Marketing research Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4037630-8 |
| title | Market research a guide to planning, methodology & evaluation |
| title_auth | Market research a guide to planning, methodology & evaluation |
| title_exact_search | Market research a guide to planning, methodology & evaluation |
| title_full | Market research a guide to planning, methodology & evaluation Paul Hague |
| title_fullStr | Market research a guide to planning, methodology & evaluation Paul Hague |
| title_full_unstemmed | Market research a guide to planning, methodology & evaluation Paul Hague |
| title_short | Market research |
| title_sort | market research a guide to planning methodology evaluation |
| title_sub | a guide to planning, methodology & evaluation |
| topic | Marketing research Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing research Marktforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010585687&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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