Marketing Research
Financial Times Prentice Hall
978-0-273-69474-8 (ISBN)
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This concise book places marketing research in the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than a backroom activity performed by statisticians.
The structure of this book closely follows the core elements of the MRS/CIM Marketing Research and Information Module, so will be ideal for those students studying towards these diplomas. This book is also ideal for those taking a short course in marketing research for the first time.
Foreword by the Chairman of The Market Research Society (MRS)
About MRS
Preface
Publisher's acknowledgements
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
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: Sony Ericsson -- understanding the mobile phone market
Case 2: AIR MILES -- researching advertising effectiveness
Case 3: The Metro newspaper media research -- understanding the readers
Case 4: Birmingham airport -- researching customer satisfaction
Case 5: Age Concern -- researching policy issues
Case 6: English rugby -- researching participation
Case 7: Glasgow Underground -- researching customer characteristics
Case 8: Allied Domecq -- researching lifestyles
Case 9: Dove -- researching beauty for a communications campaign
Case 10: Carlsberg-Tetley -- communicating research to the board
Current issues in marketing research
Issue 1: Marketing research versus customer insight
Issue 2: Merging marketing research with customer databases
Issue 3: Declining response rates
Issue 4: Challenges of business-to-business research
Issue 5: Difficulties in achieving representative samples
Issue 6: Researching difficult minority groups
Issue 7: Multi-mode interviewing
Issue 8: Using technology to collect data
Issue 9: Clients going direct to respondents
Issue 10: International research
Appendix 1 Statistical tables
Appendix 2 QuickStart Guide to Snap
Glossary
Index
| Erscheint lt. Verlag | 10.4.2006 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 243 x 189 mm |
| Gewicht | 892 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-69474-X / 027369474X |
| ISBN-13 | 978-0-273-69474-8 / 9780273694748 |
| Zustand | Neuware |
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