Marketing Research: Tools & Techniques

548 Pages·2016·6.7 MB·English

by  Bradley N.

marketing research
tools & techniques
Isabelle and Jonathan, this book is dedicated to you
marketing research
tools & techniques
third edition
Nigel Bradley
1
1
Great Clarendon Street, Oxford, OX2 6DP,
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© Nigel Bradley 2013
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First Edition copyright 2007
Second Edition copyright 2010
Impression: 1
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ISBN 978-0-19-965509-0
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Brief contents
About the author xiii
About the book xiv
How to use this book xvi
How to use the Online Resource Centre xviii
Acknowledgements xx
Part 1 Research preparation 1
1 Introduction to marketing research 2
2 Planning research 30
Part 2 Data collection 67
3 Secondary data 68
4 Primary data 106
5 Sampling 144 v
6 Questionnaires and topic guides 186
7 Qualitative research 234
8 Quantitative research 266
Part 3 Analysis and communication 299
9 Analysis 300
10 Reporting and presentation 334
Part 4 Marketing research contexts 375
11 Business-to-business research 376
12 International research 396
13 Audience and advertising research 418
14 Web metrics 438
Market researcher’s toolbox 465
Abbreviations 505
Glossary of marketing research terms 507
Index 515
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Detailed contents
About the author xiii
About the book xiv
How to use this book xvi
How to use the Online Resource Centre xviii
Acknowledgements xx
Part 1 Research preparation 1
1 Introduction to marketing research 2
Introduction 4
Research for the company 7
Social research 8
Managing knowledge 10
Ethics 15
vii
The structure of the MR sector 16
A career in marketing research 20
Chapter summary 24
2 Planning research 30
Introduction 32
The marketing research mix 35
Briefings 41
Proposals 47
Selecting an agency 56
Evaluating proposals 58
Chapter summary 62
Part 2 Data collection 67
3 Secondary data 68
Introduction 70
The nature of secondary data 73
Sources of secondary data 77
s Planning desk research 86
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t Evaluation and reverse researching 94
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c Recording and reporting sources 98
d
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ail Chapter summary 99
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4 Primary data 106
Introduction 108
The nature of primary data 112
Interviewing 115
Self-completion methods 117
Differences between traditional and online research 122
Mixed-mode methodologies 126
Observation 126
Research instruments 131
Factors that affect cooperation 133
Chapter summary 139
5 Sampling 144
Introduction 146
viii Purposes of sampling 149
Social classification 151
Populations involved in social research 153
The stages of sampling 155
Sampling frames 155
Sampling procedures 161
Populations involved in online research 169
Qualitative recruitment 173
Sample size determination 175
Chapter summary 179
6 Questionnaires and topic guides 186
Introduction 188
Purposes of questionnaires and topic guides 191
Supporting materials 193
Projective techniques 195
Open-ended questions 198
Closed questions 200
The steps in questionnaire design 204
Procedures involved in online research 216
The topic guide (for qualitative studies) 220 D
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t
Quasi-questionnaires 222 a
ile
Chapter summary 225 d
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7 Qualitative research 234 n
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s
Introduction 236
Depth interviews 238
Focus groups 238
The Delphi technique 241
Observation research 242
Grounded theory 247
Verbal communication 247
Non-verbal communication 250
Chapter summary 260
8 Quantitative research 266
Introduction 268
Some applications 272
Experimentation 272
ix
Databases 286
Spreadsheets and survey software 289
Chapter summary 292
Part 3 Analysis and communication 299
9 Analysis 300
Introduction 302
Analysis of qualitative data 306
Analysis of quantitative data 313
Data storage 326
Chapter summary 328
10 Reporting and presentation 334
Introduction 336
The purposes of reports and presentations 339
Planning 341
Presentations 356
Chapter summary 367