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Kogan Page, Ltd
Market Research in Practice: An Introduction to Gaining Greater Market Insight / Edition 3

Market Research in Practice: An Introduction to Gaining Greater Market Insight / Edition 3

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As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop brands, and optimize prices is even more important.  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.

This fully updated third edition has been revised to reflect the most recent trends in the industry.  Ten new chapters cover issues including: ethics in market research, qualitative research, quantitative research, as well as key concepts such as international research, how to design a questionnaire, how to choose a sample, and how to carry out interviews.  There are also tips, advice, and new international case studies from the authors’ own experiences, which ground the concepts in business reality.

Product Details

ISBN-13: 9780749475857
Publisher: Kogan Page, Ltd
Publication date: 03/28/2016
Edition description: Third Edition
Pages: 400
Sales rank: 770,658
Product dimensions: 6.60(w) x 9.40(h) x 1.00(d)

About the Author

All the authors are associated with B2B International, one of the world's leading business-to-business market research specialist agencies. Matthew Harrison set up and ran the company's offices in Beijing and New York and is now a Director. Julia Cupman is Global Director and runs the US office in New York. Oliver Truman is a Director responsible for technical development. Paul Hague is Managing Director; his clients have included some of the largest corporations in Europe and the United States.  He is also co-author of the previous edition of Market Research in Practice (Kogan Page).

Table of Contents


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

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)

03 Uses of market research
Understanding markets
Understanding customers
Understanding and developing the offer
Positioning the brand and communications

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

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

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

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

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

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

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

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)

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)

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

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

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

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

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

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

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

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

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

22 Using market research to test advertising effectiveness
The different types of advertising
Why test advertising effectiveness?
How to test advertising effectiveness

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

24 Reporting
Common rules for both written reports and presentations
Reporting qualitative data
Reporting quantitative data
Drawing conclusions
Making a presentation

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

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

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


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