ZABANGA Marketing

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.