Alan Wilson, University of Strathclyde

Publisher: Financial Times Press
Copyright: 2006
Format: Paper Bound w/CD-ROM; 456 pp

ISBN-10:	027369474X
ISBN-13:	9780273694748

Our Price: £38.99
Status: Instock
Published: 10 Apr 2006

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

·         Logical structure followed in each chapter to provide easy navigation for the student including: opening vignettes, learning outcomes, key words, discussion questions and additional reading.

·         Researcher/client quotes used from real life examples to reinforce some of the key messages in the book.

·         Case studies from leading companies such as Sony Ericsson, Airmiles, Carlsberg-Tetley help students link the theory to business situations.

·         Lecturer’s support package including an Instructor manual and lecture PowerPoint slides to save lecturers time.

·         Inclusion of the software SNAP. Students using this software will be able to practice producing short questionnaires, analysing data gathered and reporting this data correctly.

·         More emphasis on the use of the internet for marketing research including enhanced sections on online surveys, group discussions and samples keeps students up to date.

·         Inclusion of the material on the new MRS Code of Conduct (published in August 2005) ensures students are following the MRS syllabus correctly.

·         NEW inclusion of material on ethnography in Chapter 4 to give students the broad perspective they need in doing research.

·         Increased number of case studies and articles throughout the book to keep the subject more relevant and engaging to students.