Marketing Research + CD
Financial Times Prentice Hall
978-0-273-71870-3 (ISBN)
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The book places research in the bigger picture of marketing and demonstrates how an understanding of marketing research is a key requirement of any effective marketing professional. The text integrates the key concepts and techniques of marketing research with the management of customer information from databases, loyalty cards and customer files.
Marketing Research is written in a clear and accessible style using many examples, real-life case histories and discussions of current issues in marketing research and customer information management that makes it very suitable for supporting the delivery of single semester modules on marketing research.
Online resources include an Instructor’s Manual and PowerPoint slides for instructors, along with a free CD incorporating a ‘demo’ version of SNAP, one of the leading fully-integrated survey software packages for questionnaire design, data collection and analysis.
Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. He is also Senior Examiner for the Chartered Institute of Marketing and The Market Research Society. Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice. He has written numerous articles on marketing research and has received a number of awards for his publications. He is also a fellow of both the Chartered Institute of Marketing and The Market Research Society.
Chapter 1 The role of marketing research and customer information
in decision making
Chapter 2 The marketing research process
Chapter 3 Secondary data and customer databases
Chapter 4 Collecting observation data and monitoring online user-generated contents
Chapter 5 Collecting and analysing qualitative data
Chapter 6 Collecting quantitative data
Chapter 7 Designing questionnaires
Chapter 8 Sampling methods
Chapter 9 Analysing quantitative data
Chapter 10 Presenting the research results
Marketing research in action: case histories
Case 1: Lynx - launching a new brand
Case 2: Sony Ericsson - understanding the mobile phone market
Case 3: AIR MILES - researching advertising effectiveness
Case 4: The Metro - newspaper media research and understanding the reader
Case 5: Birmingham airport - researching customer satisfaction
Case 6: Gu - establishing a community for research
Case 7: English Rugby - researching participation
Case 8: Malta and MTV - researching attitudes
Case 9: Allied Domecq - researching lifestyles
Case 10: Dove - researching beauty for a communications campaign
Current issues in marketing research
Issue 1: Marketing research versus customer insight
Issue 2: Merging marketing research with customer databases
Issue 3: Observation and surveillance cameras
Issue 4: Declining response rates
Issue 5: Challenges of business-to-business research
Issue 6: Difficulties in achieving representative samples
Issue 7: Research and social media
Issue 8: Mulit-mode interviewing
Issue 9: Using technology for data collection
Issue 10: Clients going direct to respondents
Issue 11: International research
Issue 12: The repsondents' view of resesarch
Appendix 1 Statistical tables
Appendix 2 Snap Getting Started Guide
Glossary
Index
| Verlagsort | Harlow |
|---|---|
| Sprache | englisch |
| Maße | 196 x 258 mm |
| Gewicht | 1048 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-71870-3 / 0273718703 |
| ISBN-13 | 978-0-273-71870-3 / 9780273718703 |
| Zustand | Neuware |
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