Market research in practice [electronic resource] : an introduction to gaining greater market insight / 3rd ed
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| 245 | 0 0 | ▼a Market research in practice ▼h [electronic resource] : ▼b an introduction to gaining greater market insight / ▼c Paul Hague ... [et al.]. |
| 250 | ▼a 3rd ed. | |
| 260 | ▼a London : ▼b Kogan Page, ▼c c2016. | |
| 300 | ▼a 1 online resource (xviii, 382 p.) : ▼b ill. | |
| 490 | 1 | ▼a Market research in practice series |
| 500 | ▼a Title from e-Book title page. | |
| 504 | ▼a Includes bibliographical references (p. 360-377) and index. | |
| 505 | 0 | ▼a Pt. 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 |
| 505 | 0 | ▼a Positioning the brand and communications -- Summary -- pt. 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 |
| 505 | 0 | ▼a The group moderator -- Tools of the group moderator -- Summary -- 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 -- 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 -- pt. THREE Quantitative research -- 09.Quantitative research -- What is quantitative research? |
| 505 | 0 | ▼a 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 |
| 505 | 0 | ▼a 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 |
| 505 | 0 | ▼a 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 -- pt. 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 |
| 505 | 0 | ▼a 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 |
| 505 | 0 | ▼a 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 |
| 520 | ▼a 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. -- ▼c Edited summary from book. | |
| 530 | ▼a Issued also as a book. | |
| 538 | ▼a Mode of access: World Wide Web. | |
| 650 | 0 | ▼a Marketing research. |
| 650 | 0 | ▼a Marketing research ▼x Methodology. |
| 650 | 0 | ▼a Social sciences ▼x Research ▼x Methodology. |
| 700 | 1 | ▼a Hague, Paul N. |
| 830 | 0 | ▼a Market research in practice series. |
| 856 | 4 0 | ▼u https://oca.korea.ac.kr/link.n2s?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1193778 |
| 945 | ▼a KLPA | |
| 991 | ▼a E-Book(소장) |
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컨텐츠정보
목차
CONTENTS Preface = xvii PART ONE : Planning a market research study = 1 1 Introduction = 3 Who needs market research? = 3 New roles for market research = 4 The effect of regional culture on the use of market research = 5 The use of market research in business models and frameworks = 5 Consumer and business-to-business market research = 7 The scope of market research information = 8 Quantitative and qualitative research = 10 The market research process = 11 The organization of market research = 14 Summary = 16 2 Market research design = 17 What is worth researching? = 17 Market research suppliers = 19 The market research brief : a statement of the problem／opportunity = 20 The market research proposal : the return of brief(ROB) = 23 The information required = 23 The accuracy = 25 The budget = 25 The timetable = 27 What to expect in a proposal(return of brief) = 28 Summary = 32 3 Uses of market research = 33 Understanding markets = 34 Understanding customers = 35 Understanding and developing the offer = 38 Positioning the brand and communications = 39 Summary = 42 PART TWO : Qualitative research = 43 4 Qualitative research = 45 What is qualitative research? = 45 The tools of qualitative research = 46 When to use qualitative research = 47 The uses of qualitative research = 48 Summary = 51 5 Desk research = 52 A veritable gold mine = 52 An important principle of desk research = 54 Sources of sources : the high-level view = 54 Industry experts = 55 The internet = 55 Online market reports = 57 The press = 58 Company data = 58 Government statistics = 59 Trade and industry bodies = 60 Directories and lists = 60 The range of information available from desk research = 61 Planning, recording and evaluating desk research = 63 The limits of desk research = 65 Summary = 66 6 Focus groups = 67 The focus group = 67 The people that make up a focus group = 67 When to use focus groups = 69 Areas of special consideration = 71 Planning and recruiting groups = 73 Number of groups = 73 Venues of groups = 73 Getting participants to attend = 74 The group moderator = 76 Tools of the group moderator = 77 Summary = 80 7 Depth interviewing = 81 Why use depth interviews? = 82 Depth interviews in market research design = 83 How many depth interviews are needed? = 84 The role of the telephone in depth interviewing = 84 Winning cooperation for the interview = 85 The principles of interviewing = 85 The interview itself = 87 The line of questioning = 88 Developing the discussion guide for the interview = 88 Probes and prompts = 89 Summary = 92 8 Observation and ethnography = 93 Observation : a research method you can believe = 93 When to use observation = 94 The audit : a major application for observation = 95 Observation in shopping surveys = 96 Observation in product research = 97 Observation in poster checks = 98 Observation in checking television viewing = 98 Setting up observation programmes = 100 Reporting observational data = 100 Summary = 101 PART THREE : Quantitative research = 103 9 Quantitative research = 105 What is quantitative research? = 105 Determining the size of the sample = 105 The tools of the quantitative researcher = 106 What quantitative research is used for = 107 Analysing quantitative research = 108 Summary = 110 10 Sampling and statistics = 111 The principles of sampling = 111 Random sampling in consumer markets = 112 Choosing the size of the sample = 113 Sampling error = 114 Random sampling and non-response = 117 Quota samples = 118 Sampling in business-to-business markets = 121 Using statistics to derive importance of factors = 123 Using statistics to arrive at needs-based segmentations = 124 Summary = 126 11 Questionnaire design = 127 What is so difficult about designing a questionnaire? = 127 The role of questionnaires = 127 Different types of questionnaires = 128 Different types of questions = 129 Behavioural questions = 131 Attitudinal questions = 132 Classification questions = 138 Three steps in questionnaire design = 141 Formulating the questions = 141 Arranging the questionnaire layout = 147 Piloting and testing the draft questionnaire = 149 Special questionnaires : conjoint analysis = 149 Trade-off grids(SIMALTO - simulated multi-attribute level trade-off) = 152 Summary = 153 12 Face-to-face interviewing = 156 Advantages of face-to-face interviews = 156 Disadvantages of face-to-face interviews = 157 Street interviews = 159 Household interviews = 160 Questionnaire design = 161 Response rates to surveys : an industry problem = 162 Hall tests(mall intercepts) = 163 Summary = 167 13 Telephone interviewing = 168 Why interview by telephone? = 168 CATI : computer-assisted telephone interviewing = 169 The art of telephone interviewing : carrying out a successful interview = 169 Limitations of telephone interviews = 172 Summary = 174 14 Self-completion questionnaires = 175 The ubiquitous self-completion questionnaire = 175 When to use and when not to use self-completion questionnaires = 175 Principles of designing self-completion questionnaires = 177 Good practice in self-completion questionnaires = 182 Summary = 188 15 Online surveys = 189 The life cycles of research methods = 189 Sending out e-surveys = 189 The growth of online panels = 190 The advantages and disadvantages of panel research = 191 Organizing an online survey = 193 Online focus groups = 195 Collecting information from a website = 198 Google and the rise of the DIY researcher = 198 Mobile surveys = 198 Using the net to pose questions = 199 Summary = 200 16 Data analysis = 201 The analysis of closed questions = 201 Data analysis of open-ended questions = 208 Analysis of numerical responses = 210 A note on data validation = 212 Multivariate analysis = 214 Qualitative data analysis = 216 Semiotics and qualitative research = 217 Summary = 218 PART FOUR : Using market research = 219 17 Using market research to segment markets = 221 Why use market segmentation? = 221 Types of segmentation approach = 222 Qualitative／judgement-based approaches = 227 Quantitative methods = 228 Successfully embedding segmentation within a client organization = 231 Summary = 236 18 Using market research to improve a brand position = 238 Research at the birth (and re-birth) of a brand = 239 Researching new visual identities = 241 Brand health monitoring = 242 Other topics covered as part of brand tracking studies = 246 Research design of brand tracking studies = 247 Brand positioning = 248 Valuing brands／brand equity = 253 Summary = 256 19 Using market research to improve customer satisfaction and loyalty = 257 Defining customer satisfaction and loyalty = 257 The importance of customer satisfaction and loyalty = 257 Assessing customer satisfaction and loyalty through market research = 258 Summary = 269 20 Using market research to achieve optimum pricing = 270 The importance of price = 270 What do we mean by price? = 271 Equating price with value = 272 Setting price according to business objectives = 273 Using market research to achieve optimum pricing = 274 Researching the potential price it is possible to charge = 275 Researching the value of different aspects of the offer = 277 The challenges of researching price = 281 Conclusions = 283 21 Using market research to enter a new market = 284 Why enter a new market? = 284 Challenges when entering a new market = 285 Ways of entering a new market = 286 The role of market research in market entry decision making = 289 Information required from a market entry study = 290 Further frameworks for analysing market entry data = 294 Summary = 297 22 Using market research to test advertising effectiveness = 298 The different types of advertising = 298 Why test advertising effectiveness? = 299 How to test advertising effectiveness = 301 Summary = 304 23 Using market research to launch a new product = 305 Why launching new products is important = 305 Defining a new product = 305 The role of market research in new product development = 306 Idea screen = 306 Developing success criteria for new product development = 310 Summary = 312 24 Reporting = 313 Common rules for both written reports and presentations = 313 Reporting qualitative data = 319 Reporting quantitative data = 320 Drawing conclusions = 326 Making a presentation = 327 Summary = 330 PART FIVE : The market research industry = 331 25 International market research = 333 Seeing things more clearly = 333 The structure of the global market research industry = 334 Response rates internationally = 337 Measuring attitudes across nations = 337 Coordinating multi-country studies = 339 Using desk research (secondary research) to carry out international market research = 341 Summary = 343 26 Research trends = 344 Drivers of change = 344 Trends in quantitative research = 344 Trends in qualitative research = 347 Making questionnaires more engaging = 349 Trends among users of market research = 350 Specialization in market research skills = 351 Summary = 352 27 Ethics in market research = 353 The importance of ethics in market research = 353 Examples of ethical dilemmas for market researchers = 354 Principles guiding the ethics of market researchers = 354 Incentivizing respondents for research = 356 Returning to the ethical dilemmas = 357 Summary = 359 Bibliography = 360 Index = 378