Market research in practice : how to get greater insight from your market /: how to get greater insight from your market. (2013)

• Record Type: Book
• Further Information: Note: Paul Hague, Nick Hague, Carol-Ann Morgan.
• Other Names: Hague, Paul N; Hague, Nick, 1974-; Morgan, Carol-Ann, 1958-
• Contents: Preface -- 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 Uses of market research -- Understanding markets -- Understanding customers -- Understanding and developing the offer -- Positioning the brand and communications -- Summary -- 03 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 -- 04 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 -- 05 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 -- 06 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 -- 07 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 -- 08 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 -- 09 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 -- 10 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 -- 11 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 -- 12 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 -- 13 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 -- 14 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 -- 15 Reporting -- Common rules for both written reports and presentations -- Reporting qualitative data -- Reporting quantitative data -- Drawing conclusions -- Making a presentation -- Summary -- 16 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 -- 17 Research trends -- Drivers of change -- Trends in quantitative research -- Trends in qualitative research -- Making questionnaires more engaging -- Trends amongst users of market research -- Specialization in market research skills -- Summary -- Bibliography -- Index.
• Edition: Second edition
• Publisher Details: London : Kogan Page
• Publication Date: 2013
• Extent: 1 online resource (xiv, 257 pages), illustrations
• Subjects: 658.8/3; BUSINESS & ECONOMICS / Marketing / Research; Marketing research; BUSINESS & ECONOMICS -- Marketing -- Research; BUSINESS & ECONOMICS -- Marketing -- General; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Marketing research; Electronic books; Electronic books
• Languages: English
• ISBNs: 9780749468651; 0749468653; 9781299908161; 1299908160
• Related ISBNs: 9780749468644; 0749468645
• Notes: Note: Includes bibliographical references (pages 234-249) and index.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.