CIM Coursebook 05 06 Marketing Research and Information (CIM Coursebook) (CIM Coursebook)

336 Pages·2005·2.71 MB·English

by  Matthew Housden

Marketing Research and Information
2005–2006

Marketing Research and
Information
2005–2006
Matthew Housden
AMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORD
PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO
ElsevierButterworth-Heinemann
LinacreHouse,JordanHill,OxfordOX28DP
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Firstpublished2005
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Contents
Preface Welcome to the CIM coursebooks vii
Unit 1 Introduction 1
Introduction 2
Information and research for decision-making 2
Customer databases 3
Marketing research in context 4
Research methodologies 5
Presenting and evaluating information to develop business advantage 5
Understanding aims and objectives of marketing research and information,
and achieving your learning outcomes 5
Professional marketing standards professional diploma in marketing 6
Key skills for marketers 10
Unit 2 Information in the knowledge economy 13
Introduction 15
One more time, what is marketing? 15
What is marketing research? 22
The database 23
The marketing research and database industry 25
Ethics, regulation and codes of practice in market research 29
Data protection 30
Codes of practice 32
The DMA code of practice 35
The preference services 36
Unit 3 The marketing database 40
Customer relationship management (CRM) 41
The marketing database 44
Unit 4 The marketing research process 68
Introduction 70
The marketing research plan 70
Evaluating existing research 84
Unit 5 Using secondary research 89
Introduction 90
What is secondary or desk research? 90
Unit 6 Observation research 106
Introduction 107
Definitions of observation research 107
Other observation techniques 113
v
Contents
Unit 7 Qualitative research 119
Introduction 120
Qualitative research defined 120
What are the essential characteristics of qualitative research? 121
Data collection techniques in qualitative research 121
Focus groups have a number of advantages 125
Depth interviews 125
Analysis of qualitative data 132
Unit 8 Quantitative data 138
Introduction 139
What is quantitative data? 139
Survey methods 140
Unit 9 Questionnaire design 155
Introduction 156
The questionnaire design process 156
Developing question topics 157
Question and response formats 157
What type of questions can be asked? 158
Unit 10 Sampling 179
Introduction 181
What is a sample? 181
Unit 11 Quantitative data analysis 196
Introduction 198
Editing and coding 198
Unit 12 Presenting marketing research 213
Introduction 214
The written report 214
Appendices
1 Guidance on examination preparation 226
2 Assignment-based assessment 238
3 Answers and debriefings 248
4 Sample exam questions and answers 278
5 Past examination paper and examiners’ report 308
6 Curriculum information and reading list 316
Index 324
vi
Preface
welcome to the
CIM coursebooks
An introduction from the academic development advisor
In the last 2 years we have seen some significant changes to CIM Marketing qualifications.
The changes have been introduced on a year-on-year basis, with Certificate changes imple-
mented in 2002, and the Professional Diploma in Marketing being launched in 2003. The
ProfessionalPostgraduateDiplomainMarketingwaslaunchedin2004.Thenewqualifications
are based on the CIM Professional Marketing Standards, developed through research with
employers.
As a result the authoring team, Elsevier Butterworth-Heinemann, and I have all aimed to
rigorously revise and update the coursebook series to make sure that every title is the best
possible study aid and accurately reflects the latest CIM syllabus. This has been further
enhanced through independent reviews carried out by CIM.
We have aimed to develop the assessment support to include some additional support for the
assignment route as well as the examination, so we hope you will find this helpful.
ThereareanumberofnewauthorsandindeedSeniorExaminersintheserieswhohavebeen
commissioned for their CIM course teaching and examining experience, as well as their
research into specific curriculum-related areas and their wide general knowledge of the latest
thinking in marketing.
Wearecertainthatyouwillfindthesecoursebookshighlybeneficialintermsofthecontentand
assessmentopportunitiesandastudytoolthatwillprepareyouforbothCIMexaminationsand
continuous/integrativeassessmentopportunities.Theywillguideyouinalogicalandstructured
waythroughthedetailofthesyllabus,providingyouwiththerequiredunderpinningknowledge,
understanding and application of theory.
The editorial team and authors wish you every success as you embark upon your studies.
Karen Beamish
Academic Development Advisor
How to use these coursebooks
Everyone who has contributed to this series has been careful to structure the books with the
examsinmind.Eachunit,therefore,coversanessentialpartofthesyllabus.Youneedtowork
vii
Preface
through the complete coursebook systematically to ensure that you have covered everything
you need to know.
This coursebook is divided into units each containing a selection of the following standard
elements:
o Learning objectives – tell you what you will be expected to know, having read the unit.
o Syllabus references – outline what part of the syllabus is covered in the module.
o Study guides – tell you how long the unit is and how long its activities take to do.
o Questions – are designed to give you practice – they will be similar to those you get in
the exam.
o Answers – (at the end of the book) give you a suggested format for answering exam
questions.Remember thereisnosuchthingasamodelanswer–youshouldusethese
examples only as guidelines.
o Activities – give you a chance to put what you have learned into practice.
o Debriefings – (at the end of the book) shed light on the methodologies involved in the
activities.
o Hintsandtips–aretipsfromtheseniorexaminer,examinerorauthorandaredesigned
to help you avoid common mistakes made by previous candidates and give you
guidance on improving your knowledge base.
o Insights – encourage you to contextualize your academic knowledge by reference to
real-life experience.
o Key definitions – highlight and explain the key points relevant to that module.
o Definitions – may be used for words you must know to pass the exam.
o Summaries – cover what you should have picked up from reading the unit.
o Furtherstudy–providesdetailsofrecommendedreadinginadditiontothecoursebook.
Whileyouwillfindthateachsectionofthesyllabushasbeencoveredwithinthistext,youmight
find that the order of some of the topics has been changed. This is because it sometimes
makes more sense to put certain topics together when you are studying, even though they
might appear in different sections of the syllabus itself. If you are following the reading and
otheractivities,yourcoverageofthesyllabuswillbejustfine,butdonotforgettofollowupwith
trade press reading!
About MarketingOnline
Elsevier Butterworth-Heinemann offers purchasers of the coursebooks free access to
MarketingOnline (www.marketingonline.co.uk), our premier online support engine for the CIM
marketing courses. On this site you can benefit from:
o Fullycustomizableelectronicversionsofthecoursebooksenablingyoutoannotate,cut
and paste sections of text to create your own tailored learning notes.
o The capacity to search the coursebook online for instant access to definitions and key
concepts.
o Useful links to e-marketing articles, provided by Dave Chaffey, Director of Marketing
Insights Ltd and a leading UK e-marketing consultant, trainer and author.
o A glossary providing a comprehensive dictionary of marketing terms.
o A Frequently Asked Questions (FAQs) section providing guidance and advice on
common problems or queries.
viii
Preface
Using MarketingOnline
Logging on
Before you can access MarketingOnline you will first need to get a password. Please go to
www.marketingonline.co.uk and click on the registration button where you will then find
registration instructions for coursebook purchasers. Once you have got your password, you
will need to log on using the onscreen instructions. This will give you access to the various
functions of the site.
MarketingOnline provides a range of functions, as outlined in the previous section, that can
easily be accessed from the site after you have logged on to the system. Please note the
following guidelines detailing how to access the main features:
1. The coursebooks – buttons corresponding to the three levels of the CIM marketing
qualificationaresituatedonthehomepage.Selectyourlevelandyouwillbepresented
withthecoursebooktitleforeachmoduleofthatlevel.Clickonthedesiredcoursebook
toaccessthefullonlinetext(dividedupbychapter).Oneachpageoftextyouhavethe
option to add an electronic bookmark or annotation by following the onscreen instruc-
tions.Youcanalsofreelycutandpastetextintoablankworddocumenttocreateyour
own learning notes.
2. E-marketing articles – to access the links to relevant e-marketing articles simply click
onthelinkunderthetext‘E-marketingEssentials:usefullinksfromMarketingInsights’.
3. Glossary – a link to the glossary is provided in the top right hand corner of each page
enabling access to this resource at any time.
If you have specific queries about using MarketingOnline then you should consult our fully
searchableFAQssection,accessiblethroughtheappropriatelinkinthetoprighthandcornerof
any page of the site. Please also note that a full user guide can be downloaded by clicking on
the link on the opening page of the website.
Using this text
Theworkbookisdesignedtohelpyoustudyandyoushouldseeitasaguidebookratherthana
textbook. It will shape your reading, guide you through the syllabus, give you exercises and
casestudiestoanalyseandwilldirectyoutothebestsourcesoffurtherinformation.Todothis
it draws on the same resources to which you have access. What it tries to do is to steer a way
through the enormous amount of material that is available to give you a few short cuts. The
workbook should be used in conjunction with the recommended texts for the module and you
shouldreadwidelythroughthesetexts.Yourapproachshouldbetodipintothemtoextractthe
key learning from them and then apply this to your own or other organizations.
The layout of the text follows the curriculum to a large extent.
ix