Market Research in Practice
An Introduction to Gaining Greater Market Insight
(Sprache: Englisch)
Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and...
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Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences, along with case studies from companies such as Adidas, Marks & Spencer, Grohe and General Motors, are included throughout to ground the concepts in business reality. Accompanied by a range of online tools and templates, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.
Klappentext zu „Market Research in Practice “
Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences are included throughout to ground the concepts in business reality. Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.
Inhaltsverzeichnis zu „Market Research in Practice “
Preface
Part 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
Part 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
... mehr
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
Part 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
Part 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
Summary
Part Five The market research industry
25 International market research
Seeing things more clearly
The structure of the global market research industry
Response rates internationally
Measuring attitudes across nations
Coordinating multi-country studies
Using desk research (secondary research) to carry out international market research
Summary
26 Research trends
Drivers of change
Trends in quantitative research
Trends in qualitative research
Making questionnaires more engaging
Trends among users of market research
Specialization in market research skills
Summary
27 Ethics in market research
The importance of ethics in market research
Examples of ethical dilemmas for market researchers
Principles guiding the ethics of market researchers
Incentivizing respondents for research
Returning to the ethical dilemmas
Summary
Bibliography
Index
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
Part 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
Part 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
Summary
Part Five The market research industry
25 International market research
Seeing things more clearly
The structure of the global market research industry
Response rates internationally
Measuring attitudes across nations
Coordinating multi-country studies
Using desk research (secondary research) to carry out international market research
Summary
26 Research trends
Drivers of change
Trends in quantitative research
Trends in qualitative research
Making questionnaires more engaging
Trends among users of market research
Specialization in market research skills
Summary
27 Ethics in market research
The importance of ethics in market research
Examples of ethical dilemmas for market researchers
Principles guiding the ethics of market researchers
Incentivizing respondents for research
Returning to the ethical dilemmas
Summary
Bibliography
Index
... weniger
Autoren-Porträt von Matthew Harrison, Julia Cupman, Oliver Truman
Paul Hague is MD of B2B International. With 35 years of experience running market research agencies, his clients include some of the largest corporations in Europe and the United States. He has written, co-authored and contributed to numerous publications on market research, its tools and techniques. Matthew Harrison holds a degree in international management with French from the University of Bath. He is CEO of B2B International and previously set up and ran the company's offices in Beijing and New York. He has 16 years of experience in business-to-business market research and intelligence. Julia Cupman is a global director of B2B International, where she has led market research projects for over 70 large companies across a variety of industry sectors. In 2011, Julia pioneered the Net Value Score - a tool used for assessing the perceived value of brands - which has since been incorporated into several hundred research studies to guide companies on their brand positioning and brand equity. Oliver Truman is a director of B2B International and has a responsibility for technical development. He is a graduate in linguistics from Manchester University and began life as a market research interviewer at B2B international eight years ago. He has moved through the ranks with various assignments as a research executive, website development, through to his board appointment. Oliver is a prolific contributor to the B2B website and blog. Oliver's clients include Samsung, E.ON, Kaspersky, Vocollect, Shell, Microsoft, Zurich Insurance.
Bibliographische Angaben
- Autoren: Matthew Harrison , Julia Cupman , Oliver Truman
- 2016, 3rd ed., 400 Seiten, Maße: 17 x 24,4 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 0749475854
- ISBN-13: 9780749475857
- Erscheinungsdatum: 02.03.2016
Sprache:
Englisch
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