Marketing research: a practical approach
Essential to any student of the discipline, this book offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques.
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles[u.a.]
Sage
2008
|
| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Summary: | Essential to any student of the discipline, this book offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques. |
| Item Description: | Bibliographie S. [280] - 287 ; Index |
| Physical Description: | XIII, 292 S. graph. Darst. |
| ISBN: | 9781412947961 9781412947978 |
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| 245 | 1 | 0 | |a Marketing research |b a practical approach |c Bonita Kolb |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Los Angeles[u.a.] |b Sage |c 2008 | |
| 300 | |a XIII, 292 S. |b graph. Darst. | ||
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| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Bibliographie S. [280] - 287 ; Index | ||
| 520 | 3 | |a Essential to any student of the discipline, this book offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques. | |
| 650 | 4 | |a Marketing research | |
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Record in the Search Index
| _version_ | 1804137382654509056 |
|---|---|
| adam_text | Contents
PART
і
INTRODUCTION TO USES AND METHODS OF
MARKETING RESEARCH
1
1
INTRODUCTION TO MARKETING RESEARCH
3
1.1
Research and Marketing Strategy
4
1.1.1
Stages of marketing development
5
1.2
Defining Marketing Research
7
1.3.
The Development of Marketing Research as a Profession
8
1.3.1
Marketing research today
9
1.4
Marketing Research and the Development of the Marketing Plan
10
1.4.1
The relationship between data, information and knowledge
12
1.5
Ethics in Marketing Research
13
1.5.1
Ethical research issues
13
1.5.2
Guidelines for conducting ethical research
14
2
RESEARCH AS A PROCESS
19
2.1
The Uses of Marketing Research
20
2.1.1
Marketing research and the organization
21
2.1.2
Research issues
21
2.2
The Research Process
23
2.2.1
Determine the research question
23
2.2.2
Sources of information
23
2.2.3
Choose the research approach
24
2.2.4
Planning the research method
24
2.2.5
Conducting research and reporting findings
and recommendations
25
2.3
Research
Approaches
25
2.3.1
Descriptive research
25
2.3.2
Exploratory research
26
2.3.3
Causal research
27
2.4
Research Methods
28
2.4.1
Quantitative vs. qualitative research
29
2.4.2
Research methodologies
29
3
DETERMINING THE RESEARCH QUESTION
35
3.1
Critical Thinking
36
3.1.1
Critical thinking and faulty assumptions
37
3.2
The Critical Thinking Process
38
3.2.1
Challenging assumptions
38
3.2.2
Using internal data to challenge assumptions
39
3.2.3
Generating new ideas
40
3.2.4
Making a correct assumption
40
3.3
Obtaining Internal Secondary Data to Help in Critical Thinking
42
3.3.1
Obtaining existing internal data from people
43
3.3.2
Conducting internal interviews
44
3.3.3
Deciding not to conduct additional research
44
3.4
Determining the Research Question
45
3.4.1
Decision-making process
45
3.4.2
Purpose of the research question
46
3.4.3
Research questions and research approaches
46
3.4.4
Writing the question
47
JZ
££ 4
THE RESEARCH PROPOSAL
52
Co
Φ
4.1
The Research Proposal
53
Ш
Φ
4.1.1
Reasons for writing a research proposal
53
4.2
Components of a Research Proposal
54
UD
£ľ
4.2.1
Components of a research proposal
-
the problem
54
+^
4.2.2
Components of a research proposal
-
the methodology
57
_ £
4.2.3
Components of a research proposal
-
analysis
щ
and findings
59
•чј
4.2.4
Appendices
59
vi
4.3
The Research Industry
61
4.3.1
Structure of internal marketing research departments
62
4.3.2
External providers of marketing research
63
4.3.3
Guidelines for choosing a research company
65
4.3.4
The global research industry
65
4.3.5
Marketing research associations
65
5
CULTURAL CONSIDERATIONS FOR MARKETING RESEARCH
69
5.1
International Marketing Research Challenges
69
5.1.1
Cross-cultural research at home
70
5.1.2
Unique research questions
71
5.1.3
Availability and comparability of secondary data
71
5.1.4
Level of cultural difference
72
5.2
Language Issues
73
5.2.1
Translation needs
73
5.2.2
Translation during the research process
74
5.2.3
Back translation
75
5.3
Hofstede s Dimensions of Culture
75
5.3.1
Power distance
77
5.3.2
Uncertainty avoidance
78
5.3.3
Individualism versus collectivism
79
5.3.4
Masculinity versus femininity
80
5.4
Marketing Ethics and Cultural Values
80
5.4.1
Stereotyping
81
5.4.2
Prejudice
82
6
CONDUCTING SECONDARY RESEARCH
86
6.1
External Secondary and Primary Research Data
86
6.1.1
Institutions that collect secondary data
87
6.1.2
Benefits of conducting secondary research
88
6.1.3
Requirements of secondary data
88
6.2
Secondary Research Issues
89
^
6.2.1
Secondary research on the external environment
89
^
6.2.2
Secondary research on the industry
90
r-t-
6.2.3
Secondary research on the consumer
91
^
6.2.4
Organizing secondary data
92
r-t-
СЛ
vii
6.3
Sources
of
Quantitative and Qualitative
Secondary Data
92
6.3.1
Quantitative
secondary data
92
6.3.2
Types
of
qualitative
secondary data
94
6.3.3
Competitor secondary data
96
6.4
Steps in the Secondary Research Process
96
6.4.1
Finding data online
97
6.4.2
Planning the search
98
6.4.3
Online search strategy
99
6.4.4
Retrieving online information
99
6.4.5
Combining the uses of secondary and primary data
100
PART II QUALITATIVE MARKETING RESEARCH
105
7
CHOOSING PARTICIPANTS FOR QUALITATIVE RESEARCH
107
7.1
Choosing Participants for Qualitative Research
108
7.1.1
Focus group research participant selection issues
108
7.1.2
Interview research participant selection issues
109
7.1.3
Observation research participant selection issues
109
7.1.4
Professional recruiters
109
7.2
Constructing a Sample for Qualitative Research
110
7.2.1
Convenience sampling
110
7.2.2
Snowballing 111
7.2.3
Purposive sampling
112
7.3
The Purposive Sampling Process
113
7.3.1
Identifying characteristics
113
7.3.2
Identifying organizations or groups
113
7.3.3
An invitation to participate
115
О
7.4
Using Segmentation Characteristics to Develop a Profile
115
TO
7.4.1
Choosing participants based on demographics
116
^
7.4.2
Psychographic characteristics
117
φ
7.4.3
Geographic characteristics
120
CC
7.4.4
Usage characteristics
120
.E
8
PLANNING AND CONDUCTING FOCUS GROUPS
124
Şt
8.1
Rationale for Using Focus Group Methodology
124
ГДЗ
8.1.1
Advantages of using focus groups
125
¿
8.1.2
Disadvantages of conducting focus groups
126
8.1.3
Combining focus group and survey research
127
viii
8.2 Steps in
Developing the
Focus Group
Methodology
128
8.2.1
Focus Group
Preparation
128
8.2.2
Conducting
a focus
group
131
8.2.3
Focus
group analysis
132
8.3
Desirable Moderator Characteristics and Skills
133
8.3.1
Desirable personal characteristics
133
8.3.2
Required skills
134
8.4
Handling Group Conflict
135
8.4.1
Stages of Group Development
135
8.4.2
Focus groups using nominal grouping
135
8.5
Other Venues for Focus Groups
137
8.5.1
Videoconferencing focus groups
137
8.5.2
Online focus groups
137
9
IN-DEPTH, INTERCEPT AND EXPERT INTERVIEWS
141
9.1
The Rationale for Conducting Interview Research
141
9.1.1
Interview stages
142
9.1.2
Advantages of using interviews
142
9.1.3
Disadvantages of using interviews
144
9.2
Types of Interviews
145
9.2.1
In-depth interviews
145
9.2.2
Expert interviews
146
9.2.3
Intercept interviews
147
9.3
Writing Questions
148
9.3.1
Descriptive questions
148
9.3.2
Causal questions
148
9.3.3
Consequence questions
149
9.3.4
Non-directional questions
149
9.4
Screening Participants
149
9.4.1
In-depth interviews
150
9.4.2
Intercept interviews
150
9.4.3
Expert interviews
151
9.5
Constructing Questions
152 2-
CD
9.5.1
General rules on writing questions
152
Z5
9.5.2
Testing questions
153 &
9.5.3
Location of interviews
154
ix
10
PROJECTiVE, OBSERVATIONAL, ETHNOGRAPHY AND GROUNDED
THEORY TECHNIQUES
158
10.1
Projective
Techniques
159
10.1.1
Advantages of using
projective
techniques
159
10.1.2
Disadvantages of using
projective
techniques
159
10.1.3
Types of
projective
techniques
159
10.1.4
The process of conducting
projective
research
163
10.2
Observational Research
163
10.2.1
Advantages of observational research
164
10.2.2
Disadvantages of observational research
164
10.2.3
Types of observations
164
10.2.4
Designing the observational research process
166
10.3
Ethnography Research
168
10.3.1
Advantages and disadvantages of conducting
ethnographic research
169
10.3.2
The process of conducting ethnographic research
169
10.3.3
Participant involvement in ethnographic research
169
10.4
Grounded Theory
171
10.4.1
Advantages and disadvantages of conducting
grounded theory
171
10.4.2
The process of conducting grounded theory
171
PART III QUANTITATIVE MARKETING RESEARCH
175
11
DETERMINING PROBABILITY SAMPLES
177
11.1
Sampling Issues
177
178
178
179
179
чи
ΩΞ
11.2
Determining the Target Population and the Sample Frame
180
çP
11.2.1
Sampling frame
181
JP
11.2.2
Probability versus nonprobability sampling
182
Φ
Jx:
11.3
Probability Sampling
183
Œ
11.3.1
Simple random sampling
184
«^
11.3.2
Systematic sampling
184
о
11.1.1
Using a census
ГО
11.1.2
Using a sample
CD
11.1.3
Sampling errors
11.1.4
Nonsampling
errors
11.3.3
Stratified sampling
185
11.3.4
Cluster sampling
186
11.4
Determining a Sample Size
187
11.4.1
Calculating the size of a sample
188
11.4.2
Normal distribution and variation
189
11.4.3
Calculating the sample size when estimating
a population proportion
190
12
QUESTIONNAIRE DESIGN
194
12.1
Survey Research Methodology
195
12.1.1
Uses of survey research
195
12.1.2
Questionnaire development needs
196
12.2
The Questionnaire Design Process
196
12.2.1
Question topic areas
197
12.2.2
Writing the draft and management review
197
12.2.3
Coding the question answers
198
12.2.4
Pretesting the survey form
198
12.3
Writing the Question and Answers
199
12.3.1
General guidelines for question writing
200
12.3.2
Writing the answers
202
12.4
Questionnaire Layout
205
12.4.1
Question sequence
206
12.5
Electronic Survey Forms
206
12.5.1
Using technology to design new types
of responses
208
13
CONDUCTING SURVEYS
212
13.1
Methods of Conducting Researcher-Administered Surveys
213
13.1.1
Researcher-administered surveys
13.1.2
Self-administered surveys
13.2
Researcher-Administered Survey Methods
13.2.1
Personally-administered surveys
13.2.2
Location of personal surveying
13.2.3
Computer-aided personal surveys
13.2.4
Researcher-administered telephone surveys
216
213
214
214
О
о
215
3
215
r-¥
Φ
216
ІЗ
XI
13.3
Methods of Conducting Self-Administered Surveys
217
13.3.1
Mail surveys
218
13.3.2
Web-based self-completion
218
13.4
Motivating Participation
219
13.4.1
Providing information to potential participants
220
13.4.2
The use of incentives
221
13.5
The Survey Process
222
13.5.1
Training survey takers
222
13.5.2
Conducting a survey
223
PART IV ANALYZING AND REPORTING FINDINGS
227
14
ANALYZING VERBAL AND OTHER QUALITATIVE DATA
229
14.1
Analysis of Quantitative versus Qualitative Data
230
14.1.1
The art of qualitative research
231
14.2
The Analysis Process
231
14.2.1
Data organization
232
14.2.2
The art of transcribing recordings
234
14.3
Coding Qualitative Data
235
14.3.1
Using coding to develop recommendations
238
14.3.2
Software tools for coding
238
14.4
Analysis of Qualitative Data Content
239
14.4.1
Consumer segments
240
14.4.2
Consumer behavior processes
240
SZ
14.4.3
Comparing and contrasting consumer traits
241
££ 14.4.4
Development of hypotheses
241
Co
14.4.5
Analysis of ethnographic and observational
Φ
research data
241
Φ
01 15
ANALYZING NUMERICAL DATA
246
С
15.1
Measuring Differences
247
0 15.1.1
Scales of measurement
247
£- 15.2
The Process of Quantitative Data Analysis
248
^>
15.2.1
Pre-analysis of survey data
250
xii
15.3
Data Analysis using Descriptive Statistics
251
15.3.1
Frequency
252
15.3.2
Central tendency
254
15.3.3
Dispersion measures
255
15.4
Data Analysis using Inferential Statistics
257
15.4.1
Statistical testing process
257
15.4.2
Hypothesis
257
15.4.3
Level of confidence
259
15.4.4
Chi-square tests
259
16
REPORT WRITING AND PRESENTATION
262
16.1
The Importance of a Written Report
263
16.1.1
Reasons for preparing a report
263
16.1.2
Types of research report
264
16.2
Components of a Written Report
266
16.2.1
Introduction
266
16.2.2
Research methodology
267
16.2.3
Findings and recommendations
268
16.2.4
Appendices
269
16.3
Writing a Professional Report
269
16.3.1
Using visual material
270
16.4
An Oral Presentation
271
16.4.1
Presentation structure
272
16.4.2
Presentation rules
274
16.4.3
Unforgivable sins made during presentations
274
16.4.4
Using visuals during a presentation
275
Bibliography
280
Index
288
О
О
З
r-+
CD
З
r-l-
(Л
xiii
|
| adam_txt |
Contents
PART
і
INTRODUCTION TO USES AND METHODS OF
MARKETING RESEARCH
1
1
INTRODUCTION TO MARKETING RESEARCH
3
1.1
Research and Marketing Strategy
4
1.1.1
Stages of marketing development
5
1.2
Defining Marketing Research
7
1.3.
The Development of Marketing Research as a Profession
8
1.3.1
Marketing research today
9
1.4
Marketing Research and the Development of the Marketing Plan
10
1.4.1
The relationship between data, information and knowledge
12
1.5
Ethics in Marketing Research
13
1.5.1
Ethical research issues
13
1.5.2
Guidelines for conducting ethical research
14
2
RESEARCH AS A PROCESS
19
2.1
The Uses of Marketing Research
20
2.1.1
Marketing research and the organization
21
2.1.2
Research issues
21
2.2
The Research Process
23
2.2.1
Determine the research question
23
2.2.2
Sources of information
23
2.2.3
Choose the research approach
24
2.2.4
Planning the research method
24
2.2.5
Conducting research and reporting findings
and recommendations
25
2.3
Research
Approaches
25
2.3.1
Descriptive research
25
2.3.2
Exploratory research
26
2.3.3
Causal research
27
2.4
Research Methods
28
2.4.1
Quantitative vs. qualitative research
29
2.4.2
Research methodologies
29
3
DETERMINING THE RESEARCH QUESTION
35
3.1
Critical Thinking
36
3.1.1
Critical thinking and faulty assumptions
37
3.2
The Critical Thinking Process
38
3.2.1
Challenging assumptions
38
3.2.2
Using internal data to challenge assumptions
39
3.2.3
Generating new ideas
40
3.2.4
Making a correct assumption
40
3.3
Obtaining Internal Secondary Data to Help in Critical Thinking
42
3.3.1
Obtaining existing internal data from people
43
3.3.2
Conducting internal interviews
44
3.3.3
Deciding not to conduct additional research
44
3.4
Determining the Research Question
45
3.4.1
Decision-making process
45
3.4.2
Purpose of the research question
46
3.4.3
Research questions and research approaches
46
3.4.4
Writing the question
47
JZ
££ 4
THE RESEARCH PROPOSAL
52
Co
Φ
4.1
The Research Proposal
53
Ш
Φ
4.1.1
Reasons for writing a research proposal
53
4.2
Components of a Research Proposal
54
UD
£ľ
4.2.1
Components of a research proposal
-
the problem
54
+^
4.2.2
Components of a research proposal
-
the methodology
57
_\£
4.2.3
Components of a research proposal
-
analysis
"щ
and findings
59
•чј
4.2.4
Appendices
59
vi
4.3
The Research Industry
61
4.3.1
Structure of internal marketing research departments
62
4.3.2
External providers of marketing research
63
4.3.3
Guidelines for choosing a research company
65
4.3.4
The global research industry
65
4.3.5
Marketing research associations
65
5
CULTURAL CONSIDERATIONS FOR MARKETING RESEARCH
69
5.1
International Marketing Research Challenges
69
5.1.1
Cross-cultural research at home
70
5.1.2
Unique research questions
71
5.1.3
Availability and comparability of secondary data
71
5.1.4
Level of cultural difference
72
5.2
Language Issues
73
5.2.1
Translation needs
73
5.2.2
Translation during the research process
74
5.2.3
Back translation
75
5.3
Hofstede's Dimensions of Culture
75
5.3.1
Power distance
77
5.3.2
Uncertainty avoidance
78
5.3.3
Individualism versus collectivism
79
5.3.4
Masculinity versus femininity
80
5.4
Marketing Ethics and Cultural Values
80
5.4.1
Stereotyping
81
5.4.2
Prejudice
82
6
CONDUCTING SECONDARY RESEARCH
86
6.1
External Secondary and Primary Research Data
86
6.1.1
Institutions that collect secondary data
87
6.1.2
Benefits of conducting secondary research
88
6.1.3
Requirements of secondary data
88
6.2
Secondary Research Issues
89
^
6.2.1
Secondary research on the external environment
89
^
6.2.2
Secondary research on the industry
90
r-t-
6.2.3
Secondary research on the consumer
91
^
6.2.4
Organizing secondary data
92
r-t-
СЛ
vii
6.3
Sources
of
Quantitative and Qualitative
Secondary Data
92
6.3.1
Quantitative
secondary data
92
6.3.2
Types
of
qualitative
secondary data
94
6.3.3
Competitor secondary data
96
6.4
Steps in the Secondary Research Process
96
6.4.1
Finding data online
97
6.4.2
Planning the search
98
6.4.3
Online search strategy
99
6.4.4
Retrieving online information
99
6.4.5
Combining the uses of secondary and primary data
100
PART II QUALITATIVE MARKETING RESEARCH
105
7
CHOOSING PARTICIPANTS FOR QUALITATIVE RESEARCH
107
7.1
Choosing Participants for Qualitative Research
108
7.1.1
Focus group research participant selection issues
108
7.1.2
Interview research participant selection issues
109
7.1.3
Observation research participant selection issues
109
7.1.4
Professional recruiters
109
7.2
Constructing a Sample for Qualitative Research
110
7.2.1
Convenience sampling
110
7.2.2
Snowballing 111
7.2.3
Purposive sampling
112
7.3
The Purposive Sampling Process
113
7.3.1
Identifying characteristics
113
7.3.2
Identifying organizations or groups
113
7.3.3
An invitation to participate
115
О
7.4
Using Segmentation Characteristics to Develop a Profile
115
TO
7.4.1
Choosing participants based on demographics
116
^
7.4.2
Psychographic characteristics
117
φ
7.4.3
Geographic characteristics
120
CC
7.4.4
Usage characteristics
120
.E
8
PLANNING AND CONDUCTING FOCUS GROUPS
124
Şt
8.1
Rationale for Using Focus Group Methodology
124
ГДЗ
8.1.1
Advantages of using focus groups
125
¿
8.1.2
Disadvantages of conducting focus groups
126
8.1.3
Combining focus group and survey research
127
viii
8.2 Steps in
Developing the
Focus Group
Methodology
128
8.2.1
Focus Group
Preparation
128
8.2.2
Conducting
a focus
group
131
8.2.3
Focus
group analysis
132
8.3
Desirable Moderator Characteristics and Skills
133
8.3.1
Desirable personal characteristics
133
8.3.2
Required skills
134
8.4
Handling Group Conflict
135
8.4.1
Stages of Group Development
135
8.4.2
Focus groups using nominal grouping
135
8.5
Other Venues for Focus Groups
137
8.5.1
Videoconferencing focus groups
137
8.5.2
Online focus groups
137
9
IN-DEPTH, INTERCEPT AND EXPERT INTERVIEWS
141
9.1
The Rationale for Conducting Interview Research
141
9.1.1
Interview stages
142
9.1.2
Advantages of using interviews
142
9.1.3
Disadvantages of using interviews
144
9.2
Types of Interviews
145
9.2.1
In-depth interviews
145
9.2.2
Expert interviews
146
9.2.3
Intercept interviews
147
9.3
Writing Questions
148
9.3.1
Descriptive questions
148
9.3.2
Causal questions
148
9.3.3
Consequence questions
149
9.3.4
Non-directional questions
149
9.4
Screening Participants
149
9.4.1
In-depth interviews
150
9.4.2
Intercept interviews
150
9.4.3
Expert interviews
151
9.5
Constructing Questions
152 2-
CD
9.5.1
General rules on writing questions
152
Z5
9.5.2
Testing questions
153 &
9.5.3
Location of interviews
154
ix
10
PROJECTiVE, OBSERVATIONAL, ETHNOGRAPHY AND GROUNDED
THEORY TECHNIQUES
158
10.1
Projective
Techniques
159
10.1.1
Advantages of using
projective
techniques
159
10.1.2
Disadvantages of using
projective
techniques
159
10.1.3
Types of
projective
techniques
159
10.1.4
The process of conducting
projective
research
163
10.2
Observational Research
163
10.2.1
Advantages of observational research
164
10.2.2
Disadvantages of observational research
164
10.2.3
Types of observations
164
10.2.4
Designing the observational research process
166
10.3
Ethnography Research
168
10.3.1
Advantages and disadvantages of conducting
ethnographic research
169
10.3.2
The process of conducting ethnographic research
169
10.3.3
Participant involvement in ethnographic research
169
10.4
Grounded Theory
171
10.4.1
Advantages and disadvantages of conducting
grounded theory
171
10.4.2
The process of conducting grounded theory
171
PART III QUANTITATIVE MARKETING RESEARCH
175
11
DETERMINING PROBABILITY SAMPLES
177
11.1
Sampling Issues
177
178
178
179
179
чи
ΩΞ
11.2
Determining the Target Population and the Sample Frame
180
çP
11.2.1
Sampling frame
181
'JP
11.2.2
Probability versus nonprobability sampling
182
Φ
Jx:
11.3
Probability Sampling
183
Œ
11.3.1
Simple random sampling
184
«^
11.3.2
Systematic sampling
184
о
11.1.1
Using a census
ГО
11.1.2
Using a sample
CD
11.1.3
Sampling errors
11.1.4
Nonsampling
errors
11.3.3
Stratified sampling
185
11.3.4
Cluster sampling
186
11.4
Determining a Sample Size
187
11.4.1
Calculating the size of a sample
188
11.4.2
Normal distribution and variation
189
11.4.3
Calculating the sample size when estimating
a population proportion
190
12
QUESTIONNAIRE DESIGN
194
12.1
Survey Research Methodology
195
12.1.1
Uses of survey research
195
12.1.2
Questionnaire development needs
196
12.2
The Questionnaire Design Process
196
12.2.1
Question topic areas
197
12.2.2
Writing the draft and management review
197
12.2.3
Coding the question answers
198
12.2.4
Pretesting the survey form
198
12.3
Writing the Question and Answers
199
12.3.1
General guidelines for question writing
200
12.3.2
Writing the answers
202
12.4
Questionnaire Layout
205
12.4.1
Question sequence
206
12.5
Electronic Survey Forms
206
12.5.1
Using technology to design new types
of responses
208
13
CONDUCTING SURVEYS
212
13.1
Methods of Conducting Researcher-Administered Surveys
213
13.1.1
Researcher-administered surveys
13.1.2
Self-administered surveys
13.2
Researcher-Administered Survey Methods
13.2.1
Personally-administered surveys
13.2.2
Location of personal surveying
13.2.3
Computer-aided personal surveys
13.2.4
Researcher-administered telephone surveys
216
213
214
214
О
о
215
3
215
r-¥
Φ
216
ІЗ
XI
13.3
Methods of Conducting Self-Administered Surveys
217
13.3.1
Mail surveys
218
13.3.2
Web-based self-completion
218
13.4
Motivating Participation
219
13.4.1
Providing information to potential participants
220
13.4.2
The use of incentives
221
13.5
The Survey Process
222
13.5.1
Training survey takers
222
13.5.2
Conducting a survey
223
PART IV ANALYZING AND REPORTING FINDINGS
227
14
ANALYZING VERBAL AND OTHER QUALITATIVE DATA
229
14.1
Analysis of Quantitative versus Qualitative Data
230
14.1.1
The art of qualitative research
231
14.2
The Analysis Process
231
14.2.1
Data organization
232
14.2.2
The art of transcribing recordings
234
14.3
Coding Qualitative Data
235
14.3.1
Using coding to develop recommendations
238
14.3.2
Software tools for coding
238
14.4
Analysis of Qualitative Data Content
239
14.4.1
Consumer segments
240
14.4.2
Consumer behavior processes
240
SZ
14.4.3
Comparing and contrasting consumer traits
241
££ 14.4.4
Development of hypotheses
241
Co
14.4.5
Analysis of ethnographic and observational
Φ
research data
241
Φ
01 15
ANALYZING NUMERICAL DATA
246
С
15.1
Measuring Differences
247
0 15.1.1
Scales of measurement
247
£- 15.2
The Process of Quantitative Data Analysis
248
^>
15.2.1
Pre-analysis of survey data
250
xii
15.3
Data Analysis using Descriptive Statistics
251
15.3.1
Frequency
252
15.3.2
Central tendency
254
15.3.3
Dispersion measures
255
15.4
Data Analysis using Inferential Statistics
257
15.4.1
Statistical testing process
257
15.4.2
Hypothesis
257
15.4.3
Level of confidence
259
15.4.4
Chi-square tests
259
16
REPORT WRITING AND PRESENTATION
262
16.1
The Importance of a Written Report
263
16.1.1
Reasons for preparing a report
263
16.1.2
Types of research report
264
16.2
Components of a Written Report
266
16.2.1
Introduction
266
16.2.2
Research methodology
267
16.2.3
Findings and recommendations
268
16.2.4
Appendices
269
16.3
Writing a Professional Report
269
16.3.1
Using visual material
270
16.4
An Oral Presentation
271
16.4.1
Presentation structure
272
16.4.2
Presentation rules
274
16.4.3
Unforgivable sins made during presentations
274
16.4.4
Using visuals during a presentation
275
Bibliography
280
Index
288
О
О
З
r-+
CD
З
r-l-
(Л
xiii |
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| index_date | 2024-07-02T19:50:14Z |
| indexdate | 2024-07-09T21:11:25Z |
| institution | BVB |
| isbn | 9781412947961 9781412947978 |
| language | English |
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| spelling | Kolb, Bonita Verfasser aut Marketing research a practical approach Bonita Kolb 1. publ. Los Angeles[u.a.] Sage 2008 XIII, 292 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Bibliographie S. [280] - 287 ; Index Essential to any student of the discipline, this book offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques. Marketing research Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marktforschung (DE-588)4037630-8 s DE-188 Marketingforschung (DE-588)4200055-5 s Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016319229&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kolb, Bonita Marketing research a practical approach Marketing research Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4037630-8 (DE-588)4123623-3 |
| title | Marketing research a practical approach |
| title_auth | Marketing research a practical approach |
| title_exact_search | Marketing research a practical approach |
| title_exact_search_txtP | Marketing research a practical approach |
| title_full | Marketing research a practical approach Bonita Kolb |
| title_fullStr | Marketing research a practical approach Bonita Kolb |
| title_full_unstemmed | Marketing research a practical approach Bonita Kolb |
| title_short | Marketing research |
| title_sort | marketing research a practical approach |
| title_sub | a practical approach |
| topic | Marketing research Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing research Marketingforschung Marktforschung Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016319229&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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