Full contents

List of case studies Preface
Acknowledgements xiv xvii xxi
Nature of marketing research
Introduction
Marketing research: a definition Philosophy of science Marketing research and decision making Divisions of marketing research Categories of applied marketing research Marketing information systems Types of data
Marketing research as part of marketing strategy Deciding who should do the research Assistance from outside research organisations Evaluating proposals
Ethical considerations in marketing research Researchers' obligations to clients Changing role of marketing research Using the Internet for marketing research Need for more creativity in research
Non-response as an issue in marketing research effectiveness
Summary
Questions
Case study 1.1 Lampelichter AG, Essen Case study 1.2 Spirit of Magellan Enterprises Case study 1.3 Rosine and Vera Case study 1.4 The English Bear Company Case study 1.5 21st-century market research References and notes Further reading
22 22 25 27 29
Planning the research project |
42 |
Introduction |
44 |
Marketing problems |
44 |
Deciding whether to undertake a research study |
47 |
Uncertainty in decisions |
48 |
Research plan |
50 |
The proposal |
55 |
Use of PERT in planning research |
56 |
Summary |
60 |
Questions |
61 |
Case study 2.1 New Shoe Company |
61 |
Case study 2.2 Cheri-Rose |
62 |
Case study 2.3 Why researchers are so jittery |
63 |
Case study 2.4 Tracking the railways |
65 |
References and notes |
66 |
Further reading |
67 |
Secondary data |
68 |
Introduction |
70 |
Types of secondary data |
70 |
Searching for external data |
72 |
How secondary data can be used |
78 |
Other general sources |
80 |
International sources |
82 |
Non-official sources of data |
85 |
Professional organisations and libraries |
88 |
Using secondary data in exploratory research |
90 |
Online marketing research |
93 |
Marketing research tools |
94 |
Summary |
94 |
Questions |
94 |
Case study 3.1 Montres d'Occasion |
95 |
Case study 3.2 The Web |
95 |
Case study 3.3 Salaries |
96 |
Case study 3.4 PowerUp Electricity plc |
99 |
References and notes |
101 |
Further reading |
101 |
Sampling |
103 |
Introduction |
105 |
Census and samples |
105 |
Sampling |
106 |
Sampling frame |
110 |
Sampling methods |
111 |
Sampling in practice |
122 |
Sample size 127
Summary 129
Questions 130
Case study 4.1 Research Consultants 130
Case study 4.2 Jerome's department store 131
Case study 4.3 McBain's fast food restaurant 131
Case study 4.4 Student research projects 132
References and notes 134
Further reading 134
5 Surveys 136
Introduction 138
Postal surveys 139
Personal interviews 143
Telephone surveys 145
Self-administered surveys 148
Panels 148
Syndicated research services 151
Omnibus studies 153
Interactive research 154
Summary 154
Questions 155
Case study 5.1 Central Training College (1) 155
Case study 5.2 Consumer Products 156
Case study 5.3 Liptonjuice (1) 157
Case study 5.4 Opinion polling faces new scrutiny 159
Case study 5.5 Volvo Car UK 160
References and notes 161
Further reading 162
6 Measurement and scaling 164
Introduction 166
Measurement 166
Scale types 169
Attitude measurement 172
Self-reporting methods 175
Methods for rating attributes 180
Summary 182
Questions 183
Case study 6.1 Summit Motors (1) 183
Case study 6.2 Barney's Café 184
Case study 6.3 Liptonjuice (2) 184
Case study 6.4 Chinese imports 185
References and notes 186
Further reading 186
Questionnaires |
188 |
Introduction |
190 |
Questionnaire structure |
190 |
Stages in questionnaire development |
192 |
Questionnaire design and construction |
193 |
Introducing a questionnaire |
206 |
Reliability and validity in questionnaire design |
208 |
Summary |
209 |
Questions |
210 |
Case study 7.1 Central Training College (2) |
211 |
Case study 7.2 The Rholand Watch Company |
212 |
Case study 7.3 Researching the sports market |
214 |
Case study 7.4 Attitudes of cat owners to cat food |
215 |
References and notes |
218 |
Further reading |
218 |
Qualitative research |
219 |
Introduction |
221 |
Limitations of qualitative research |
222 |
Focus groups |
223 |
Other group research methods |
227 |
Practicalities of focus group sessions |
229 |
Industrial focus groups |
234 |
Other qualitative research methods |
234 |
Summary |
237 |
Questions |
238 |
Case study 8.1 Avon Cosmetics |
238 |
Case study 8.2 IBM |
239 |
Case study 8.3 Muller |
240 |
Case study 8.4 Brand valuation |
240 |
Case study 8.5 Hi-fi systems |
242 |
References and notes |
245 |
Further reading |
245 |
Observation and experiment |
247 |
Introduction |
249 |
Observation |
249 |
Experiments |
254 |
Experimental designs |
258 |
Statistical designs |
263 |
Test marketing: an introduction |
267 |
Consumer-tracking studies |
270 |
Summary |
271 |
Questions |
271 |
Case study 9.1 Soap-sud |
272 |
Case study 9.2 Cheung's chips 273
Case study 9.3 The Safe 'T' fireproof letterbox 273
Case study 9.4 Thompson Toys 274
References and notes 276
Further reading 276
10 Quantitative data analysis 278
Introduction 280
Interpretation 280
Analysis 281
Tabulation 282
Statistical analysis 284
Significance of differences between numbers 287
Chi-square analysis 290
Use of similarities between numbers to show cause and effect 293
Analysis of variance 294
Measuring relationships 296
Summary 313
Questions 314
Case study 10.1 La Gaieté Parisienne 317
Case study 10.2 Summit Motors (2) 317
Case study 10.3 Mr Hungry's Burger Bar 318
References and notes 320
Further reading 321
11 Qualitative data analysis 322
Introduction 324
Qualitative analysis 324
Operational aspects of qualitative research 325
Data displays 331
Matrices 332
Networks 334
Summary 338
Questions 338
Case study 11.1 Cyclist survey 338
Case study 11.2 Uses of aluminium foil 343
Case study 11.3 Renault Clio 345
References and notes 346
Further reading 346
12 Evaluation, reports and presentation 348
Introduction 350
Evaluation of research 350
Written report 351
Sections of a report 354
Oral research report 355
Visual aids and their use 356
Summary 363
Questions 363
Case study 12.1 The St Honoré de Mazarin Restaurant, Paris 364
Case study 12.2 Central Training College (3) 365
Case study 12.3 Sunrise Hotels 367
Case study 12.4 Wallaby Tours 379
References and notes 381
Further reading 381
13 Applied marketing research 383
Introduction 385
Product research 385
Getting ideas for new products 385
Product delivery 392
Naming the product 394
Packaging the product 395
Market segmentation research 397
Cartographying geographic segmentation 400
Competition research 402
Promotion research 405
Measuring advertising effectiveness 406
Selling research 411
Pricing research 412
Distribution research 413
Summary 417
Questions 417
Case study 13.1 Tourism in Bukhara 418
Case study 13.2 South Africa 419
Case study 13.3 Music in marketing communications 422
Case study 13.4 Bronco Jeans 424
Case study 13.5 British divided into four types 425
Case study 13.6 Skoda cars 425
References and notes 427
Further reading 428
14 Marketing research settings: business-to-business, services and internal marketing 430
Introduction 432
Business-to-business marketing research 432
Research into services 439
Research for internal marketing 444
Summary 446
Questions 447
Case study 14.1 Management in the public sector 447
Case study 14.2 Orchestras aim to pass the baton 448
Case study 14.3 Decline of frills 449
Case study 14.4 Jasmine Hotel, Dubai 450
Case study 14.5 Banking in Portugal 451
References and notes 453
Further reading 453
15 Global marketing research 455
Introduction 457
Global marketing research 457
Desk research 467
Principal methods of organising research 470
Marketing research in developing countries 471
Summary 471
Questions 471
Case study 15.1 Michel Herbelin 472
Case study 15.2 China 473
Case study 15.3 The future lies abroad 475
Case study 15.4 European laundry statistics 476
Case study 15.5 Delhi delights 478
References and notes 479
Further reading 480
16 Marketing decision-support system 481
Introduction 483
Marketing information systems 483
Decision-support mechanisms 490
Forecasting demand 491 Applications for mathematical models in the marketing decision-support system 499
Expert systems and decision support 512
Summary 519
Questions 519
Case study 16.1 Demand for agricultural tractors 520
Case study 16.2 Kenbrock 521
Case study 16.3 Restaurant strategies 521
Case study 16.4 Brand switching 522
Case study 16.5 Simon Theodolou, hairstylist 523
References and notes 525
Further reading 526
Further case studies 528
Glossary 553
Bibliography 559
Index 577
List of case studies

1.1 |
Lampelichter AG, Essen |
32 |
1.2 |
Spirit of Magellan Enterprises |
34 |
1.3 |
Rosine and Vera |
35 |
1.4 |
The English Bear Company |
37 |
1.5 |
21st-century market research |
38 |
2.1 |
New Shoe Company |
61 |
2.2 |
Cheri-Rose |
62 |
2.3 |
Why researchers are so jittery |
63 |
2.4 |
Tracking the railways |
65 |
3.1 |
Montres d'Occasion |
95 |
3.2 |
The Web |
95 |
3.3 |
Salaries |
96 |
3.4 |
PowerUp Electricity plc |
99 |
4.1 |
Research consultants |
130 |
4.2 |
Jerome's department store |
131 |
4.3 |
McBain's fast food restaurant |
131 |
4.4 |
Student research projects |
132 |
5.1 |
Central Training College (1) |
155 |
5.2 |
Consumer Products |
156 |
5.3 |
Liptonjuice (1) |
157 |
5.4 |
Opinion polling faces new scrutiny |
159 |
5.5 |
Volvo Car UK |
160 |
6.1 |
Summit Motors (1) |
183 |
6.2 |
Barney's Café |
184 |
6.3 |
Liptonjuice (2) |
184 |
6.4 |
Chinese imports |
185 |
7.1 |
Central Training College (2) |
211 |
7.2 |
The Rholand Watch Company |
212 |
7.3 |
Researching the sports market |
214 |
7.4 |
Attitudes of cat owners to cat food |
215 |
8.1 |
Avon Cosmetics |
238 |
8.2 |
IBM |
239 |
8.3 |
Muller |
240 |
8.4 |
Brand valuation |
240 |
8.5 Hi-fi systems 242
9.1 Soap-sud 272
9.2 Cheung's chips 273
9.3 The Safe 'T' fireproof letterbox 273
9.4 Thompson Toys 274
10.1 La Gaieté Parisienne 317
10.2 Summit Motors (2) 317
10.3 Mr Hungry's Burger Bar 318
11.1 Cyclist survey 338
11.2 Uses of aluminium foil 343
11.3 Renault Clio 345
12.1 The St Honoré de Mazarin Restaurant, Paris 364
12.2 Central Training College (3) 365
12.3 Sunrise Hotels 367
12.4 Wallaby Tours 379
13.1 Tourism in Bukhara 418
13.2 South Africa 419
13.3 Music in marketing communications 422
13.4 Bronco Jeans 424
13.5 British divided into four types 425
13.6 Skoda cars 425
14.1 Management in the public sector 447
14.2 Orchestras aim to pass the baton 448
14.3 Decline of frills 449
14.4 Jasmine Hotel, Dubai 450
14.5 Banking in Portugal 451
15.1 Michel Herbelin 472
15.2 China 473
15.3 The future lies abroad 475
15.4 European laundry statistics 476
15.5 Delhi delights 478
16.1 Demand for agricultural tractors 520
16.2 Kenbrock 521
16.3 Restaurant strategies 521
16.4 Brand switching 522
16.5 Simon Theodolou, hairstylist 523
Further case studies
1 Noteworthy response 529
2 Moving images 530
3 Going below the surface 532
4 One strike and you're down 534
5 Desmond sizes up shopping 536
6 Is fizzing up its look enough? 538
7 They might just as well be men ... 540
8 Now interacting with lots of new partners 542
9 Lake Lucerne Navigation Company (SGV) 544 10 Gondolas for Liverpool 551

'Marketing research' has often been called 'market research', and there has been much confusion about what these terms actually mean. Indeed, some writers have been so worried about the terminology that they have called their books 'research for marketing decisions' to overcome the problems. The term marketing research, of which market research is but one element, encompasses the full range of research and evaluation activities undertaken by marketing professionals to guide them in decision making, and it is marketing research that I address in this book.
There have been vast changes in marketing research, largely as a result of the development of information technology. Marketing research is, to some extent, a quantitative subject and although many of the techniques have been around for many years, using them was hindered by the lack of powerful and readily available computational aids. It is sobering to remember that in the mid-1960s the slide rule was the main calculating tool, mainframe computers were in their infancy and the mechanical Burroughs' comptometers had only just given way to more sophisticated electronic ones. Now the problem is not so much lack of computing power as the need to acquire the skills necessary to select from and use the many sophisticated analytical methods that are available.

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