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Market Research in Practice, 3rd Edition

Book Description

Learn the fundamentals of market research with this essential resource for students, new researchers and marketers.

Table of Contents

  1. Cover
  2. Praise for <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="normal">Market Research in Practice</span>
  3. Title Page
  4. Dedication
  5. Contents
  6. Preface
  7. PART ONE Planning a market research study
    1. 01    Introduction
      1. Who needs market research?
      2. New roles for market research
      3. The effect of regional culture on the use of market research
      4. The use of market research in business models and frameworks
      5. Consumer and business-to-business market research
      6. The scope of market research information
      7. Quantitative and qualitative research
      8. The market research process
      9. The organization of market research
      10. Summary
    2. 02    Market research design
      1. What is worth researching?
      2. Market research suppliers
      3. The market research brief: a statement of the problem/opportunity
      4. The market research proposal: the return of brief (ROB)
      5. The information required
      6. The accuracy
      7. The budget
      8. The timetable
      9. What to expect in a proposal (return of brief)
      10. Summary
    3. 03    Uses of market research
      1. Understanding markets
      2. Understanding customers
      3. Understanding and developing the offer
      4. Positioning the brand and communications
      5. Summary
  8. PART TWO Qualitative research
    1. 04    Qualitative research
      1. What is qualitative research?
      2. The tools of qualitative research
      3. When to use qualitative research
      4. The uses of qualitative research
      5. Summary
    2. 05    Desk research
      1. A veritable gold mine
      2. An important principle of desk research
      3. Sources of sources: the high-level view
      4. Industry experts
      5. The internet
      6. Online market reports
      7. The press
      8. Company data
      9. Government statistics
      10. Trade and industry bodies
      11. Directories and lists
      12. The range of information available from desk research
      13. Planning, recording and evaluating desk research
      14. The limits of desk research
      15. Summary
    3. 06    Focus groups
      1. The focus group
      2. The people that make up a focus group
      3. When to use focus groups
      4. Areas of special consideration
      5. Planning and recruiting groups
      6. Number of groups
      7. Venues of groups
      8. Getting participants to attend
      9. The group moderator
      10. Tools of the group moderator
      11. Summary
    4. 07    Depth interviewing
      1. Why use depth interviews?
      2. Depth interviews in market research design
      3. How many depth interviews are needed?
      4. The role of the telephone in depth interviewing
      5. Winning cooperation for the interview
      6. The principles of interviewing
      7. The interview itself
      8. The line of questioning
      9. Developing the discussion guide for the interview
      10. Probes and prompts
      11. Summary
    5. 08    Observation and ethnography
      1. Observation: a research method you can believe
      2. When to use observation
      3. The audit: a major application for observation
      4. Observation in shopping surveys
      5. Observation in product research
      6. Observation in poster checks
      7. Observation in checking television viewing
      8. Setting up observation programmes
      9. Reporting observational data
      10. Summary
  9. PART THREE Quantitative research
    1. 09    Quantitative research
      1. What is quantitative research?
      2. Determining the size of the sample
      3. The tools of the quantitative researcher
      4. What quantitative research is used for
      5. Analysing quantitative research
      6. Summary
    2. 10    Sampling and statistics
      1. The principles of sampling
      2. Random sampling in consumer markets
      3. Choosing the size of the sample
      4. Sampling error
      5. Random sampling and non-response
      6. Quota samples
      7. Sampling in business-to-business markets
      8. Using statistics to derive importance of factors
      9. Using statistics to arrive at needs-based segmentations
      10. Summary
    3. 11    Questionnaire design
      1. What is so difficult about designing a questionnaire?
      2. The role of questionnaires
      3. Different types of questionnaires
      4. Different types of questions
      5. Behavioural questions
      6. Attitudinal questions
      7. Classification questions
      8. Three steps in questionnaire design
      9. Formulating the questions
      10. Arranging the questionnaire layout
      11. Piloting and testing the draft questionnaire
      12. Special questionnaires: conjoint analysis
      13. Trade-off grids (SIMALTO – simulated multi-attribute level trade-off)
      14. Summary
    4. 12    Face-to-face interviewing
      1. Advantages of face-to-face interviews
      2. Disadvantages of face-to-face interviews
      3. Street interviews
      4. Household interviews
      5. Questionnaire design
      6. Response rates to surveys: an industry problem
      7. Hall tests (mall intercepts)
      8. Summary
    5. 13    Telephone interviewing
      1. Why interview by telephone?
      2. CATI: computer-assisted telephone interviewing
      3. The art of telephone interviewing: carrying out a successful interview
      4. Limitations of telephone interviews
      5. Summary
    6. 14    Self-completion questionnaires
      1. The ubiquitous self-completion questionnaire
      2. When to use and when not to use self-completion questionnaires
      3. Principles of designing self-completion questionnaires
      4. Good practice in self-completion questionnaires
      5. Summary
    7. 15    Online surveys
      1. The life cycles of research methods
      2. Sending out e-surveys
      3. The growth of online panels
      4. The advantages and disadvantages of panel research
      5. Organizing an online survey
      6. Online focus groups
      7. Collecting information from a website
      8. Google and the rise of the DIY researcher
      9. Mobile surveys
      10. Using the net to pose questions
      11. Summary
    8. 16    Data analysis
      1. The analysis of closed questions
      2. Data analysis of open-ended questions
      3. Analysis of numerical responses
      4. A note on data validation
      5. Multivariate analysis
      6. Qualitative data analysis
      7. Semiotics and qualitative research
      8. Summary
  10. PART FOUR Using market research
    1. 17    Using market research to segment markets
      1. Why use market segmentation?
      2. Types of segmentation approach
      3. Qualitative/judgement-based approaches
      4. Quantitative methods
      5. Successfully embedding segmentation within a client organization
      6. Summary
    2. 18    Using market research to improve a brand position
      1. Research at the birth (and re-birth) of a brand
      2. Researching new visual identities
      3. Brand health monitoring
      4. Other topics covered as part of brand tracking studies
      5. Research design of brand tracking studies
      6. Brand positioning
      7. Valuing brands/brand equity
      8. Summary
    3. 19    Using market research to improve customer satisfaction and loyalty
      1. Defining customer satisfaction and loyalty
      2. The importance of customer satisfaction and loyalty
      3. Assessing customer satisfaction and loyalty through market research
      4. Summary
    4. 20    Using market research to achieve optimum pricing
      1. The importance of price
      2. What do we mean by price?
      3. Equating price with value
      4. Setting price according to business objectives
      5. Using market research to achieve optimum pricing
      6. Researching the potential price it is possible to charge
      7. Researching the value of different aspects of the offer
      8. The challenges of researching price
      9. Conclusions
    5. 21    Using market research to enter a new market
      1. Why enter a new market?
      2. Challenges when entering a new market
      3. Ways of entering a new market
      4. The role of market research in market entry decision making
      5. Information required from a market entry study
      6. Further frameworks for analysing market entry data
      7. Summary
    6. 22    Using market research to test advertising effectiveness
      1. The different types of advertising
      2. Why test advertising effectiveness?
      3. How to test advertising effectiveness
      4. Summary
    7. 23    Using market research to launch a new product
      1. Why launching new products is important
      2. Defining a new product
      3. The role of market research in new product development
      4. Idea screen
      5. Developing success criteria for new product development
      6. Summary
    8. 24    Reporting
      1. Common rules for both written reports and presentations
      2. Reporting qualitative data
      3. Reporting quantitative data
      4. Drawing conclusions
      5. Making a presentation
      6. Summary
  11. PART FIVE The market research industry
    1. 25    International market research
      1. Seeing things more clearly
      2. The structure of the global market research industry
      3. Response rates internationally
      4. Measuring attitudes across nations
      5. Coordinating multi-country studies
      6. Using desk research (secondary research) to carry out international market research
      7. Summary
    2. 26    Research trends
      1. Drivers of change
      2. Trends in quantitative research
      3. Trends in qualitative research
      4. Making questionnaires more engaging
      5. Trends among users of market research
      6. Specialization in market research skills
      7. Summary
    3. 27    Ethics in market research
      1. The importance of ethics in market research
      2. Examples of ethical dilemmas for market researchers
      3. Principles guiding the ethics of market researchers
      4. Incentivizing respondents for research
      5. Returning to the ethical dilemmas
      6. Summary
  12. Bibliography
  13. Index
  14. Copyright