| Description |
xiii, 292 pages ; 23 cm |
| Contents |
1. Introduction to Marketing Research -- 1.1. Research and Marketing Strategy -- 1.2. Defining Marketing Research -- 1.3. The Development of Marketing Research as a Profession -- 1.4. Marketing Research and the Development of the Marketing Plan -- 1.5. Ethics in Marketing Research -- 2. Research as a Process -- 2.1. The Uses of Marketing Research -- 2.2. The Research Process -- 2.3. Research Approaches -- 2.4. Research Methods -- 3. Determining the Research Question -- 3.1. Critical Thinking -- 3.2. The Critical Thinking Process -- 3.3. Obtaining Internal Secondary Data to Help in Critical Thinking -- 3.4. Determining the Research Question -- 4. The Research Proposal -- 4.1. The Research Proposal -- 4.2. Components of a Research Proposal -- 4.3. The Research Industry -- 5. Cultural Considerations for Marketing Research -- 5.1. International Marketing Research Challenges -- 5.2. Language Issues -- 5.3. Hofstede's Dimensions of Culture -- 5.4. Marketing Ethics and Cultural Values -- 6. Conducting Secondary Research -- 6.1. External Secondary and Primary Research Data -- 6.2. Secondary Research Issues -- 6.3. Sources of Quantitative and Qualitative Secondary Data -- 6.4. Steps in the Secondary Research Process -- 7. Choosing Participants for Qualitative Research -- 7.1. Choosing Participants for Qualitative Research -- 7.2. Constructing a Sample for Qualitative Research -- 7.3. The Purposive Sampling Process -- 7.4. Using Segmentation Characteristics to Develop a Profile -- 8. Planning and Conducting Focus Groups -- 8.1. Rationale for Using Focus Group Methodology -- 8.2. Steps in Developing the Focus Group Methodology -- 8.3. Desirable Moderator Characteristics and Skills -- 8.4. Handling Group Conflict -- 8.5. Other Venues for Focus Groups -- 9. In-Depth, Intercept and Expert Interviews -- 9.1. The Rationale for Conducting Interview Research -- 9.2. Types of Interviews -- 9.3. Writing Questions -- 9.4. Screening Participants -- 9.5. Constructing Questions -- 10. Projective, Observational, Ethnography and Grounded Theory Techniques -- 10.1. Projective Techniques -- 10.2. Observational Research -- 10.3. Ethnography Research -- 10.4. Grounded Theory -- 11. Determining Probability Samples -- 11.1. Sampling Issues -- 11.2. Determining the Target Population and the Sample Frame -- 11.3. Probability Sampling -- 11.4. Determining a Sample Size -- 12. Questionnaire Design -- 12.1. Survey Research Methodology -- 12.2. The Questionnaire Design Process -- 12.3. Writing the Question and Answers -- 12.4. Questionnaire Layout -- 12.5. Electronic Survey Forms -- 13. Conducting Surveys -- 13.1. Methods of Conducting Researcher-Administered Surveys -- 13.2. Researcher-Administered Survey Methods -- 13.3. Methods of Conducting Self-Administered Surveys -- 13.4. Motivating Participation -- 13.5. The Survey Process -- 14. Analyzing Verbal and Other Qualitative Data -- 14.1. Analysis of Quantitative versus Qualitative Data -- 14.2. The Analysis Process -- 14.3. Coding Qualitative Data -- 14.4. Analysis of Qualitative Data Content -- 15. Analyzing Numerical Data -- 15.1. Measuring Differences -- 15.2. The Process of Quantitative Data Analysis -- 15.3. Data Analysis using Descriptive Statistics -- 15.4. Data Analysis using Inferential Statistics -- 16. Report Writing and Presentation -- 16.1. The Importance of a Written Report -- 16.2. Components of a Written Report -- 16.3. Writing a Professional Report -- 16.4. An Oral Presentation |
| Summary |
Essential to any student of the discipline, this book offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing research.
|
| LC no. |
2007934524 |
| ISBN |
9781412947961 (hbk.) |
|
1412947960 (hbk.) |
|
9781412947978 (paperback) |
|
1412947979 (paperback) |
|
