Market research in practice: a guide to the basics
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
2004
|
| Ausgabe: | Repr. |
| Schriftenreihe: | Market research in practice series
|
| Schlagworte: | |
| Online-Zugang: | Table of contents Inhaltsverzeichnis |
| Beschreibung: | XII, 244 S. graph. Darst. |
| ISBN: | 0749441801 |
Internformat
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Datensatz im Suchindex
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| adam_text | Contents
f
The Market Research Society vm
Vie editorial board a.
Preface
1. Introduction
Who needs market research? 1; New roles for market
research 2; The effect of regional culture on the use of
market research 3; The use of market research in business
models and frameworks 4; Consumer and business to
business market research 6; The scope of market research
information 7; Quantitative and qualitative research 8;
The market research process 10; The organization of
market research 13; Summary 16
17
2. Market research design
How ideas arise for market research 17; Market research
suppliers 18; The market research brief a statement of
the problem 19; The market research proposal the return
of brief (ROB) 22; The information required 23; The
accuracy 24; The budget 25; The timetable 26; What to expect
in a proposal (return of brief) 27; Summary 30
3. Desk research .
Why reinvent the wheel? 32; Resources 33; Sources ot
sources the high level view 33; Industry experts 34; The
Internet 35; Online databases and market data 37; Company
data 38; Government statistics 39; Trade and industry
bodies 40; Market research reports 40; The press 41;
Directories 41; The range of information available from desk
research 42; Distribution and retailing 44; Planning, recording
and evaluating desk research 45; The limits of desk research 46,
Summary 47
Contents
4. Focus groups 48
The focus group 48; When to use focus groups 50; Areas of
special consideration 51; Planning and recruiting groups 54;
Number of groups 54; Venues of groups 54; Getting respon¬
dents to attend 55; The group moderator 56; Tools of the
group moderator 57; Summary 59
5. Depth interviewing 60
Why use depth interviews? 61; Depth interviews in
market research design 63; How many depth interviews
are needed? 63; The role of the telephone in depth
interviewing 64; Winning cooperation for the interview 65;
The principles of interviewing 66; The interview
itself 66; The line of questioning 67; Developing the
discussion guide for the interview 68; Probes and
prompts 69; Summary 72
6. Observation 73
Observation a research method you can believe 73;
When to use observation 74; The audit a major
application for observation 75; Observation in shopping
surveys 75; Observation in product research 77;
Observation in poster checks 78; Observation in checking
television viewing 78; Setting up observation
programmes 79; Reporting observational data 80;
Summary 80
7. Sampling and statistics 82
The principles of sampling 82; Random sampling in
consumer markets 82; Choosing the size of the sample 83;
Sampling error 84; Random sampling and
non response 89; Quota samples 89; Sampling in
business to business markets 93; Using statistics to
derive importance of factors 94; Using statistics to arrive
at needs based segmentations 95; Summary 97
8. Questionnaire design 98
What is so difficult about designing a questionnaire? 98;
The role of a questionnaire 98; The different types of
questionnaire 99; The different types of questions 100;
Behavioural questions 102; Attitudinal questions 103;
Classification questions 107; Three steps in questionnaire
design 110; Special questionnaires conjoint analysis 117;
Trade off grids (simalto simulated multi attribute level
trade off) 119; Summary 121
Contents
9. Face to face interviewing 123
Advantages of face to face interviews 123;
Disadvantages of face to face interviews 124; Street
interviews 126; Household interviews 127;
Questionnaire design 129; Response rates to surveys
an industry problem 129; Hall tests (mall intercepts) 131;
Summary 133
10. Telephone interviewing 134
Why interview by telephone? 134; CATI Computer
assisted telephone interviewing 135; The art of
telephone interviewing carrying out a successful
interview 136; Some limitations of telephone interviews 139;
Summary 140
11. Self completion questionnaires 141
The ubiquitous self completion questionnaire 141; When
to use and when not to use self completion
questionnaires 142; Important aspects in self completion
questionnaire design 143; Recommendations for practice 147;
Summary 154
12. E surveys 155
A new research tool in the kit bag 155; Collecting
information from a Web site 155; Sending out e based
surveys 156; Conjoint online 158; E focus groups 159;
Using the net to pose questions 160; Summary 161
13. Data analysis 162
The analysis of closed questions 164; Data analysis of
open ended questions 169; Analysis of numerical
responses 171; Multivariate analysis 172; Qualitative
data analysis 175; Summary 176
14. Reporting 177
Common rules for both written reports and
presentations 177; Reporting qualitative data 182;
Reporting quantitative data 184; Drawing conclusions 189;
Making a presentation 191; Summary 193
Appendix: Vie Market Research Society Code of Conduct 195
Notes 218
Bibliography 221
Index 237
vii
|
| adam_txt |
Contents
f
The Market Research Society vm
Vie editorial board a.
Preface
1. Introduction
Who needs market research? 1; New roles for market
research 2; The effect of regional culture on the use of
market research 3; The use of market research in business
models and frameworks 4; Consumer and business to
business market research 6; The scope of market research
information 7; Quantitative and qualitative research 8;
The market research process 10; The organization of
market research 13; Summary 16
17
2. Market research design
How ideas arise for market research 17; Market research
suppliers 18; The market research brief a statement of
the problem 19; The market research proposal the return
of brief (ROB) 22; The information required 23; The
accuracy 24; The budget 25; The timetable 26; What to expect
in a proposal (return of brief) 27; Summary 30
3. Desk research .
Why reinvent the wheel? 32; Resources 33; Sources ot
sources the high level view 33; Industry experts 34; The
Internet 35; Online databases and market data 37; Company
data 38; Government statistics 39; Trade and industry
bodies 40; Market research reports 40; The press 41;
Directories 41; The range of information available from desk
research 42; Distribution and retailing 44; Planning, recording
and evaluating desk research 45; The limits of desk research 46,
Summary 47
Contents
4. Focus groups 48
The focus group 48; When to use focus groups 50; Areas of
special consideration 51; Planning and recruiting groups 54;
Number of groups 54; Venues of groups 54; Getting respon¬
dents to attend 55; The group moderator 56; Tools of the
group moderator 57; Summary 59
5. Depth interviewing 60
Why use depth interviews? 61; Depth interviews in
market research design 63; How many depth interviews
are needed? 63; The role of the telephone in depth
interviewing 64; Winning cooperation for the interview 65;
The principles of interviewing 66; The interview
itself 66; The line of questioning 67; Developing the
discussion guide for the interview 68; Probes and
prompts 69; Summary 72
6. Observation 73
Observation a research method you can believe 73;
When to use observation 74; The audit a major
application for observation 75; Observation in shopping
surveys 75; Observation in product research 77;
Observation in poster checks 78; Observation in checking
television viewing 78; Setting up observation
programmes 79; Reporting observational data 80;
Summary 80
7. Sampling and statistics 82
The principles of sampling 82; Random sampling in
consumer markets 82; Choosing the size of the sample 83;
Sampling error 84; Random sampling and
non response 89; Quota samples 89; Sampling in
business to business markets 93; Using statistics to
derive importance of factors 94; Using statistics to arrive
at needs based segmentations 95; Summary 97
8. Questionnaire design 98
What is so difficult about designing a questionnaire? 98;
The role of a questionnaire 98; The different types of
questionnaire 99; The different types of questions 100;
Behavioural questions 102; Attitudinal questions 103;
Classification questions 107; Three steps in questionnaire
design 110; Special questionnaires conjoint analysis 117;
Trade off grids (simalto simulated multi attribute level
trade off) 119; Summary 121
Contents
9. Face to face interviewing 123
Advantages of face to face interviews 123;
Disadvantages of face to face interviews 124; Street
interviews 126; Household interviews 127;
Questionnaire design 129; Response rates to surveys
an industry problem 129; Hall tests (mall intercepts) 131;
Summary 133
10. Telephone interviewing 134
Why interview by telephone? 134; CATI Computer
assisted telephone interviewing 135; The art of
telephone interviewing carrying out a successful
interview 136; Some limitations of telephone interviews 139;
Summary 140
11. Self completion questionnaires 141
The ubiquitous self completion questionnaire 141; When
to use and when not to use self completion
questionnaires 142; Important aspects in self completion
questionnaire design 143; Recommendations for practice 147;
Summary 154
12. E surveys 155
A new research tool in the kit bag 155; Collecting
information from a Web site 155; Sending out e based
surveys 156; Conjoint online 158; E focus groups 159;
Using the net to pose questions 160; Summary 161
13. Data analysis 162
The analysis of closed questions 164; Data analysis of
open ended questions 169; Analysis of numerical
responses 171; Multivariate analysis 172; Qualitative
data analysis 175; Summary 176
14. Reporting 177
Common rules for both written reports and
presentations 177; Reporting qualitative data 182;
Reporting quantitative data 184; Drawing conclusions 189;
Making a presentation 191; Summary 193
Appendix: Vie Market Research Society Code of Conduct 195
Notes ' 218
Bibliography 221
Index 237
vii |
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| isbn | 0749441801 |
| language | English |
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| series2 | Market research in practice series |
| spelling | Hague, Paul Verfasser aut Market research in practice a guide to the basics Paul Hague ; Nick Hague & Carol-Ann Morgan Repr. London Kogan Page 2004 XII, 244 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Market research in practice series aMarketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktforschung (DE-588)4037630-8 s DE-604 Hague, Nick Verfasser aut Morgan, Carol-Ann Verfasser aut http://www.loc.gov/catdir/toc/ecip0414/2004002449.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014282730&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hague, Paul Hague, Nick Morgan, Carol-Ann Market research in practice a guide to the basics aMarketing research Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4037630-8 |
| title | Market research in practice a guide to the basics |
| title_auth | Market research in practice a guide to the basics |
| title_exact_search | Market research in practice a guide to the basics |
| title_exact_search_txtP | Market research in practice a guide to the basics |
| title_full | Market research in practice a guide to the basics Paul Hague ; Nick Hague & Carol-Ann Morgan |
| title_fullStr | Market research in practice a guide to the basics Paul Hague ; Nick Hague & Carol-Ann Morgan |
| title_full_unstemmed | Market research in practice a guide to the basics Paul Hague ; Nick Hague & Carol-Ann Morgan |
| title_short | Market research in practice |
| title_sort | market research in practice a guide to the basics |
| title_sub | a guide to the basics |
| topic | aMarketing research Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | aMarketing research Marktforschung |
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