9780471495437

Inside Information Making Sense of Marketing Data

by ;
  • ISBN13:

    9780471495437

  • ISBN10:

    0471495433

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2001-03-05
  • Publisher: WILEY

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Supplemental Materials

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Summary

The marketing information available to us doubles every five years. Increasingly, not only will marketing organizations have more access to data, but a lot of this information will be its own internal data, rather than information being supplied by an external market research agency. In the future the successful marketing executives will be those who can quickly assimilate the plethora of incoming information about their markets and their customers, and from this information see the "big picture" and then take intelligent action. In the new Millennium, those who survive and flourish in marketing will be those who can quickly identify the 'messages' that are often hidden deep in their market and customer information. People who can see 'shapes and patterns' in data will be the ones who will successfully change and improve their organizations. The successful will be those who can quickly reject extraneous information and identify the overarching trends and themes that can be detected from different combinations of marketing evidence. Those who fail will be those who are overwhelmed with the minutia of information and are unable to get on top of what this growing mountain of marketing information is really telling them. This book provides the way forward for all marketers faced with the above challenges. It highlights the basic principles about information, acknowledging the fact that we are entering a new era that is well away from the old fashioned model of a market research agency supplying survey type data. Increasingly, this process will be replaced with a much more instantaneous process where data from different sources - internal and external - are quickly fired at the marketer, with he/she being expected to make immediate sense of it. Inside Information is one of the first to respond to this new information era for understanding information. The book is a user friendly, very accessible book for the marketing manager who needs to process mountains of marketing information, but who will not have the time, or inclination to read detailed texts.

Author Biography

<B>DR DAVID SMITH</B> is Chairman of DVL Smith Ltd, a business research agency, part of the Incepta Group plc, and also a Visiting Professor at the University of Hertfordshire Business School. He is a Fellow and Vice President of the Market Research Society, and a former Chairman of the Society. He is a silver medal holder of the Market Research Society, and has received Best Paper Awards for papers presented at Market Research Society, ESOMAR and also Business and Industrial Group conferences. He is a graduate member of the British Psychological Society and a member of the Chartered Institute of Marketing and the Institute of Management Consultants. He holds a doctorate in organisational psychology from Birkbeck College, University of London. <P> <B>JONATHAN FLETCHER</B> is a Director of DVL Smith Ltd. He holds a research degree in philosophy from the University of Cambridge. Prior to joining DVL Smith Ltd he worked in the Bank of England. He has given papers at various ESOMAR and Market Research Society conferences, in addition to contributing chapters on market research methodology to various books. With the Managing Director of DVL Smith Ltd, Andy Dexter, he won the Best Methodological Paper Award at the 1999 ESOMAR Congress. <P>

Table of Contents

Foreword vii
Andrew Mclntosh
Preface x
Acknowledgements xii
Mastering Twenty-First-Century Information
1(10)
The information paradox
2(2)
Twenty-first-century information craft skills
4(3)
A new holistic way of evaluating information
7(1)
About this book
8(3)
Acquiring Effective Information Habits
11(40)
The seven pillars of information wisdom
13(11)
Understanding the evidence jigsaw
24(4)
Developing a personal information strategy
28(5)
Robustness checks
33(9)
Getting to the storyline
42(6)
Acting on information
48(3)
A Primer in Qualitative Evidence
51(34)
Softer evidence here to stay
53(1)
Making `faith' decisions
54(9)
The quality of qualitative research
63(11)
Understanding the overall analysis approach adopted
74(5)
Making judgements and decisions from qualitative evidence
79(4)
The safety of qualitative evidence for decision-making: a seven-point checklist
83(2)
Understanding Survey Data
85(60)
A recap on the key characteristics of survey-based research
87(6)
Seven key checks
93(52)
Designing Actionable Research
145(32)
is formal research the answer?
146(3)
defining and refining the problem
149(4)
start at the end: clarify the decisions to be made
153(5)
pinpointing the information gaps
158(1)
developing a fitness-to-purpose design
158(7)
deciding on the research design
165(2)
choosing an agency
167(10)
An overview of the market research `toolbag'
168(3)
A five-step guide to writing a market research brief
171(6)
Holistic Data Analysis
177(42)
The key principles of holistic data analysis
178(2)
The main techniques underpinning holistic data analysis
180(3)
Putting it all together: holistic analysis summarised
183(2)
Ten-step guide to holistic data analysis
185(34)
Information-Based Decision-Making
219(34)
Decision-making cultures
221(1)
Organisational decision minefields
222(4)
Why we find decision-making difficult
226(3)
Applying information to decision-making
229(3)
Decision-making frameworks
232(8)
Implementing marketing decisions
240(7)
Good practice design and implementation guide
247(6)
Bibliography 253(2)
Index 255

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