Marketing Research : An Integrated Approach

by Wilson, Alan M.

• ISBN13: 9780273651130
• ISBN10: 0273651137
• Format: Paperback
• Copyright: 2002-12-01
• Publisher: Trans-Atlantic Pubns

Summary

For undergraduate and postgraduate courses in marketing research in marketing and business programmes, and for the MRS (Market Research Society) Diploma and the CIM module in Market Research. Marketing Research: An Integrated Approach places marketing research into the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than as a back room activity performed by statisticians. The text integrates the key concepts and techniques of marketing research with the management of customer information from databases, loyalty cards and customer files. The book is written in a clear and accessible style and includes many examples, real life case histories and discussions of current issues in marketing research and customer information management. Heavily case based approach, with up-to-date coverage of international marketing research throughout, this texts overriding aim is to provide academic rigour with real-life practicality.

Author Biography

Alan Wilson is Reader in Marketing at Strathclyde University and is Chief Examiner for the CIM/MRS joint module on Marketing Research and Information.

Table of Contents

Foreword by the Chairman of the MRS	x
Preface	xi
The role of marketing research and customer information in decision making	1	(18)
MTV -- understanding the viewers	1	(1)
Introduction	2	(1)
An integrated approach	3	(1)
Marketing research: a definition	4	(1)
The customer database: a definition	4	(3)
The marketing concept and the need for marketing information	7	(3)
The information explosion	10	(2)
The marketing research and database industry	12	(2)
The professional bodies and associations in the marketing research industry	14	(2)
Maintaining the distinction between marketing research and direct marketing	16	(1)
Summary	16	(1)
Discussion questions	17	(1)
Additional reading	18	(1)
The marketing research process	19	(29)
Eurostar -- staying on the rails	19	(1)
Introduction	20	(1)
Stage 1: identification of problems and opportunities	20	(3)
Stage 2: formulation of research needs/research brief	23	(3)
Stage 3a: selection of research provider/agency	26	(5)
Stage 3b: creation of research design/choice of research method	31	(3)
Stage 4: collection of secondary data	34	(1)
Stage 5: collection of primary data	35	(1)
Stage 6: analysis of data	36	(1)
Stage 7: preparation and presentation of research findings and recommendations	37	(1)
Managing the client/agency relationship	37	(1)
Ethics in marketing research	37	(8)
Summary	45	(1)
Discussion questions	46	(1)
Additional reading	46	(2)
Secondary data and customer databases	48	(29)
Wal-Mart's data warehouse	48	(1)
Introduction	49	(1)
The uses, benefits and limitations of secondary data	49	(5)
Sources of secondary data	54	(1)
The customer database	55	(5)
A database as a source of marketing intelligence	60	(2)
Marketing decision support systems	62	(1)
External secondary information	63	(12)
Summary	75	(1)
Discussion questions	75	(1)
Additional reading	76	(1)
Collecting observation data	77	(14)
London Underground -- observing the service	77	(2)
Introduction	79	(1)
Observation research defined	79	(1)
Categories of observation	80	(2)
Specific observation methods	82	(6)
Ethical issues in observation research	88	(1)
Summary	89	(1)
Discussion questions	89	(1)
Additional reading	90	(1)
Collecting and analysing qualitative data	91	(28)
Sizzle and Stir -- researching a new concept	91	(1)
Introduction	92	(1)
Qualitative research defined	93	(1)
Types of research most suited to qualitative research	93	(2)
The individual depth interview	95	(3)
Group discussions	98	(9)
Projective techniques	107	(4)
Technological developments in qualitative research	111	(1)
Analysis of qualitative data	111	(5)
Interpretation of the data	116	(1)
Summary	116	(1)
Discussion questions	117	(1)
Additional reading	118	(1)
Collecting quantitative data	119	(25)
The National Readership Survey	119	(1)
Introduction	120	(1)
Quantitative research defined	120	(1)
Survey methods	121	(1)
Face-to-face methods	121	(5)
Telephone interviews	126	(2)
Self-administered surveys	128	(6)
Omnibus surveys	134	(1)
Hall tests	135	(1)
Placement tests	136	(1)
Simulated test markets	137	(2)
Panels	139	(2)
Summary	141	(1)
Discussion questions	142	(1)
Additional reading	143	(1)
Designing questionnaires	144	(29)
The Target Group Index	144	(1)
Introduction	145	(1)
The questionnaire design process	146	(1)
Step 1: develop question topics	147	(2)
Step 2: select question and response formats	149	(15)
Step 3: select wording	164	(4)
Step 4: determine sequence	168	(1)
Step 5: design layout and appearance	169	(1)
Step 6: pilot test	170	(1)
Step 7: undertake survey	171	(1)
Summary	171	(1)
Discussion questions	171	(1)
Additional reading	172	(1)
Sampling methods	173	(26)
Listening out for music	173	(3)
Introduction	176	(1)
The sampling process	176	(1)
Step 1: define the population of interest	177	(1)
Step 2: determine whether to sample or census	178	(1)
Step 3: select the sampling frame	178	(1)
Step 4: choose a sampling method	179	(9)
Step 5: determine sample size	188	(4)
Step 6: implement the sampling procedure	192	(5)
Summary	197	(1)
Discussion questions	197	(1)
Additional reading	198	(1)
Analysing quantitative data	199	(32)
Tetley and the round tea bag	199	(2)
Introduction	201	(1)
Coding	201	(1)
Data entry	202	(1)
Tabulation and statistical analysis	203	(5)
Statistical significance	208	(3)
Testing goodness of fit: chi-square	211	(2)
Hypotheses about means and proportions	213	(2)
Measuring relationships: correlation and regression	215	(7)
Multivariate data analysis	222	(7)
Summary	229	(1)
Discussion questions	229	(1)
Additional reading	230	(1)
Presenting the research results	231	(16)
Levi Strauss -- disseminating findings in an unorthodox manner	231	(1)
Introduction	232	(1)
Understanding the audience	232	(2)
The research report format	234	(2)
The oral presentation format	236	(3)
Using tables and graphs	239	(5)
Common dangers in the reporting and presentation of results	244	(1)
Presentations on the Internet	245	(1)
Summary	245	(1)
Discussion questions	246	(1)
Additional reading	246	(1)
Marketing research in action: case histories	247	(32)
Case 1: Skoda -- researching brand values	249	(3)
Case 2: AIR MILES -- researching advertising effectiveness	252	(3)
Case 3: Medical research on hypertension -- researching behaviour	255	(3)
Case 4: Birmingham Airport -- researching customer satisfaction	258	(3)
Case 5: Age Concern -- researching policy issues	261	(4)
Case 6: BT Cellnet -- researching new services	265	(3)
Case 7: Glasgow Underground -- researching customer characteristics	268	(3)
Case 8: Allied Domecq -- researching lifestyles	271	(4)
Case 9: Carlsberg-Tetley -- communicating research to the board	275	(4)
Current issues in marketing research	279	(42)
Issue 1: Marketing research versus customer insight	281	(3)
Issue 2: Merging marketing research with customer databases	284	(3)
Issue 3: Declining response rates	287	(5)
Issue 4: Challenges of business-to-business research	292	(5)
Issue 5: Difficulties in achieving representative samples	297	(6)
Issue 6: Researching difficult minority groups	303	(3)
Issue 7: Innovation in advertising research?	306	(5)
Issue 8: Branding research products	311	(5)
Issue 9: Clients going direct to respondents	316	(5)
Glossary	321	(20)
Appendix	341	(4)
Index	345