Table Of Content

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, United Kingdom Oxford University Press is a department of the University of Oxford. It furthers the University’s objective of excellence in research, scholarship, and education by publishing worldwide. Oxford is a registered trade mark of Oxford University Press in the UK and in certain other countries © Nigel Bradley 2013 The moral rights of the author have been asserted First Edition copyright 2007 Second Edition copyright 2010 Impression: 1 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without the prior permission in writing of Oxford University Press, or as expressly permitted by law, by licence or under terms agreed with the appropriate reprographics rights organization. Enquiries concerning reproduction outside the scope of the above should be sent to the Rights Department, Oxford University Press, at the address above You must not circulate this work in any other form and you must impose this same condition on any acquirer British Library Cataloguing in Publication Data Data available ISBN 978-0-19-965509-0 Printed in Italy by L.E.G.O. S.p.A.—Lavis TN Links to third party websites are provided by Oxford in good faith and for information only. Oxford disclaims any responsibility for the materials contained in any third party website referenced in this work. 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 This page intentionally left blank 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 t n e t Evaluation and reverse researching 94 n o c Recording and reporting sources 98 d e ail Chapter summary 99 t e D 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 e t Quasi-questionnaires 222 a ile Chapter summary 225 d c o n t e 7 Qualitative research 234 n t 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