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Market research in practice : an introduction to gaining greater market insight Third edition
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| 자료유형 | 단행본 |
|---|---|
| 서명/저자사항 | Market research in practice : an introduction to gaining greater market insight/ Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman. |
| 개인저자 | Hague, Paul N.,author. Harrison, Matthew, Cupman, Julia,author, Truman, Oliver,author, |
| 판사항 | Third edition. |
| 형태사항 | 1 online resource (xviii, 382 pages). |
| 총서사항 | Market research in practice series |
| 기타형태 저록 | Original 0749475854 9780749475857 |
| ISBN | 9780749475864 0749475862 |
| 서지주기 | Includes bibliographical references (pages 360-377) and index. |
| 내용주기 | Pt. ONE Planning a market research study -- 01.Introduction -- Who needs market research? -- New roles for market research -- The effect of regional culture on the use of market research -- The use of market research in business models and frameworks -- Consumer and business-to-business market research -- The scope of market research information -- Quantitative and qualitative research -- The market research process -- The organization of market research -- Summary -- 02.Market research design -- What is worth researching? -- Market research suppliers -- The market research brief: a statement of the problem/opportunity -- The market research proposal: the return of brief (ROB) -- The information required -- The accuracy -- The budget -- The timetable -- What to expect in a proposal (return of brief) -- Summary -- 03.Uses of market research -- Understanding markets -- Understanding customers -- Understanding and developing the offer Positioning the brand and communications -- Summary -- pt. TWO Qualitative research -- 04.Qualitative research -- What is qualitative research? -- The tools of qualitative research -- When to use qualitative research -- The uses of qualitative research -- Summary -- 05.Desk research -- A veritable gold mine -- An important principle of desk research -- Sources of sources: the high-level view -- Industry experts -- The internet -- Online market reports -- The press -- Company data -- Government statistics -- Trade and industry bodies -- Directories and lists -- The range of information available from desk research -- Planning, recording and evaluating desk research -- The limits of desk research -- Summary -- 06.Focus groups -- The focus group -- The people that make up a focus group -- When to use focus groups -- Areas of special consideration -- Planning and recruiting groups -- Number of groups -- Venues of groups -- Getting participants to attend The group moderator -- Tools of the group moderator -- Summary -- 07.Depth interviewing -- Why use depth interviews? -- Depth interviews in market research design -- How many depth interviews are needed? -- The role of the telephone in depth interviewing -- Winning cooperation for the interview -- The principles of interviewing -- The interview itself -- The line of questioning -- Developing the discussion guide for the interview -- Probes and prompts -- Summary -- 08.Observation and ethnography -- Observation: a research method you can believe -- When to use observation -- The audit: a major application for observation -- Observation in shopping surveys -- Observation in product research -- Observation in poster checks -- Observation in checking television viewing -- Setting up observation programmes -- Reporting observational data -- Summary -- pt. THREE Quantitative research -- 09.Quantitative research -- What is quantitative research? Determining the size of the sample -- The tools of the quantitative researcher -- What quantitative research is used for -- Analysing quantitative research -- Summary -- 10.Sampling and statistics -- The principles of sampling -- Random sampling in consumer markets -- Choosing the size of the sample -- Sampling error -- Random sampling and non-response -- Quota samples -- Sampling in business-to-business markets -- Using statistics to derive importance of factors -- Using statistics to arrive at needs-based segmentations -- Summary -- 11.Questionnaire design -- What is so difficult about designing a questionnaire? -- The role of questionnaires -- Different types of questionnaires -- Different types of questions -- Behavioural questions -- Attitudinal questions -- Classification questions -- Three steps in questionnaire design -- Formulating the questions -- Arranging the questionnaire layout -- Piloting and testing the draft questionnaire Special questionnaires: conjoint analysis -- Trade-off grids (SIMALTO -- simulated multi-attribute level trade-off) -- Summary -- 12.Face-to-face interviewing -- Advantages of face-to-face interviews -- Disadvantages of face-to-face interviews -- Street interviews -- Household interviews -- Questionnaire design -- Response rates to surveys: an industry problem -- Hall tests (mall intercepts) -- Summary -- 13.Telephone interviewing -- Why interview by telephone? -- CATI: computer-assisted telephone interviewing -- The art of telephone interviewing: carrying out a successful interview -- Limitations of telephone interviews -- Summary -- 14.Self-completion questionnaires -- The ubiquitous self-completion questionnaire -- When to use and when not to use self-completion questionnaires -- Principles of designing self-completion questionnaires -- Good practice in self-completion questionnaires -- Summary -- 15.Online surveys The life cycles of research methods -- Sending out e-surveys -- The growth of online panels -- The advantages and disadvantages of panel research -- Organizing an online survey -- Online focus groups -- Collecting information from a website -- Google and the rise of the DIY researcher -- Mobile surveys -- Using the net to pose questions -- Summary -- 16.Data analysis -- The analysis of closed questions -- Data analysis of open-ended questions -- Analysis of numerical responses -- A note on data validation -- Multivariate analysis -- Qualitative data analysis -- Semiotics and qualitative research -- Summary -- pt. FOUR Using market research -- 17.Using market research to segment markets -- Why use market segmentation? -- Types of segmentation approach -- Qualitative/judgement-based approaches -- Quantitative methods -- Successfully embedding segmentation within a client organization -- Summary -- 18.Using market research to improve a brand position Research at the birth (and re-birth) of a brand -- Researching new visual identities -- Brand health monitoring -- Other topics covered as part of brand tracking studies -- Research design of brand tracking studies -- Brand positioning -- Valuing brands/brand equity -- Summary -- 19.Using market research to improve customer satisfaction and loyalty -- Defining customer satisfaction and loyalty -- The importance of customer satisfaction and loyalty -- Assessing customer satisfaction and loyalty through market research -- Summary -- 20.Using market research to achieve optimum pricing -- The importance of price -- What do we mean by price? -- Equating price with value -- Setting price according to business objectives -- Using market research to achieve optimum pricing -- Researching the potential price it is possible to charge -- Researching the value of different aspects of the offer -- The challenges of researching price -- Conclusions 21.Using market research to enter a new market -- Why enter a new market? -- Challenges when entering a new market -- Ways of entering a new market -- The role of market research in market entry decision making -- Information required from a market entry study -- Further frameworks for analysing market entry data -- Summary -- 22.Using market research to test advertising effectiveness -- The different types of advertising -- Why test advertising effectiveness? -- How to test advertising effectiveness -- Summary -- 23.Using market research to launch a new product -- Why launching new products is important -- Defining a new product -- The role of market research in new product development -- Idea screen -- Developing success criteria for new product development -- Summary -- 24.Reporting -- Common rules for both written reports and presentations -- Reporting qualitative data -- Reporting quantitative data -- Drawing conclusions -- Making a presentation |
| 요약 | Introducing market research tools, approaches, and issues, this book provides a clear, step-by-step guide from the beginning steps of planning and executing a project through to analyzing and presenting the results. -- |
| 해제 | Edited summary from book. |
| 일반주제명 | Marketing research. Marketing research --Methodology. Social sciences --Research --Methodology. BUSINESS & ECONOMICS / Marketing / Research BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Marketing research. Marketing research --Methodology. Social sciences --Research --Methodology. |
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