Market Intelligence: How and Why Organizations Use Market Research (Market Research in Practice Series)

MARKET RESEARCH IN PRACTICE SERIES......Page 3
Publisher ’s note......Page 5
Contents......Page 6
ADVISORY MEMBERS......Page 8
Introduction......Page 10
KEY POINTS......Page 14
Profit is not as simple as it seems......Page 16
Generation of value through brands......Page 17
Classification......Page 20
Representational organizations......Page 21
Institutions and the heritage cultural industries......Page 24
Fund -raising organizations......Page 25
Summary of not -for -profit organizations......Page 26
The research system......Page 27
SUMMARY OF DIFFERENCES BETWEEN THE COMMERCIAL AND NOT -FOR -PROFIT SECTORS......Page 29
CONCLUSION......Page 30
Knowledge is the most important asset of a company......Page 31
COMPANY VALUE AND EARNING POWER......Page 32
Asset value of brands......Page 33
Customers......Page 34
Culture......Page 35
Types of knowledge......Page 36
MANAGEMENT OF KNOWLEDGE......Page 37
Mechanical knowledge management......Page 38
Customer relationship management......Page 39
DEVELOPING AN INFORMATION CLIMATE FOR MARKETING......Page 40
CONCLUSION......Page 42
KEY POINTS......Page 44
INTRODUCTION......Page 45
Being logical......Page 47
The human factor......Page 48
HANDLING CHANGE......Page 49
THE ROLE OF MARKET RESEARCH......Page 50
THE INTERNATIONAL COMPANY......Page 52
Global brands......Page 53
Management of global marketing......Page 55
Managing international market research......Page 56
CONCLUSION......Page 57
The market research function within an organization......Page 58
THE MARKET RESEARCH DEPARTMENT......Page 59
Basic function of the market research department......Page 60
Leadership function of the research department......Page 61
Organizational changes are afoot......Page 62
CONSUMER INSIGHT......Page 63
THE POWER THING AGAIN......Page 65
CONCLUSION......Page 67
KEY POINTS......Page 68
End -user buying......Page 70
The internal research function does the buying......Page 71
PROPOSING AGAINST A WRITTEN BRIEF......Page 72
COMMISSIONING QUANTITATIVE RESEARCH......Page 73
The importance of the personal ‘connection ’......Page 76
The need to match the qualitative researcher to the job......Page 77
CREATING THE QUALITATIVE LIST......Page 79
KEEPING THE CLIENT HAPPY......Page 80
Implicit aspects of the contract......Page 81
Informing on progress......Page 82
Lunches......Page 83
Feedback......Page 84
PARTNERSHIP RELATIONSHIP......Page 85
CONCLUSION......Page 86
The nature and scope of quantitative data......Page 87
KEY POINTS......Page 88
COMPETING PARADIGMS......Page 89
FORMATION OF THE MARKET RESEARCH INDUSTRY......Page 90
QUANTITATIVE DATA......Page 91
Market analysis is difficult and ambiguous......Page 92
Market analysis is intrinsically ambiguous......Page 94
THE EMERGING ‘NEW DATA ’......Page 96
Responsibility for analysis of the new data: the new quantitative......Page 97
CHARACTERISTICS OF QUANTITATIVE MARKET RESEARCH DATA......Page 99
Potential weaknesses in quantitative data......Page 100
Quantitative market research tracking studies......Page 103
Bespoke quantitative market research studies......Page 104
SUMMARY OF QUANTITATIVE RESEARCH......Page 105
CONCLUSION......Page 106
Qualitative information and its relationship to quantitative information......Page 107
THE ESSENTIAL CONFLICT BETWEEN QUALITATIVE AND QUANTITATIVE RESEARCH......Page 108
Quantitative research was perfect for the job –in the 1950s......Page 109
Quantitative research was not good for the job in the 1960s......Page 110
Qualitative research comes to the rescue......Page 111
QUANTITATIVE RESEARCH AND QUALITATIVE RESEARCH ARE FUNDAMENTALLY DIFFERENT......Page 112
THE CHALLENGES TO QUALITATIVE RESEARCH......Page 114
FAILURES IN QUANTITATIVE RESEARCH......Page 115
THE DIFFICULTY OF PRODUCING A THEORY......Page 117
LOOKING FORWARD......Page 119
CONCLUSION......Page 120
KEY POINTS......Page 122
WHAT A MARKET RESEARCH DESIGN IS......Page 123
WHO DOES THE DESIGN......Page 124
THE COMPONENTS OF A DESIGN OF RESEARCH......Page 125
Problem definition......Page 126
The sample definition......Page 129
Sample size......Page 131
Coverage......Page 132
Methodology......Page 134
Stimulus material......Page 138
WHO HAS A STAKE IN THE DESIGN......Page 139
CONCLUSION......Page 144
Managing the research process from within the company......Page 145
HAVING SOME FORM OF PROCESS......Page 146
THE ELEMENTS OF A PROCESS......Page 147
Capturing the fact that research is needed and aspects of its nature......Page 148
Creation of the research design......Page 149
The research specification......Page 150
Stimulus material......Page 151
Analysis needs peace and quiet......Page 152
THE ACTUAL DEBRIEF......Page 154
CONCLUSION......Page 156
KEY POINTS......Page 157
HOW WAS IT FOR YOU?......Page 158
The end -user has to do some further work with the data......Page 159
Nothing is done with the results of the research......Page 161
INCORPORATION OF THE RESEARCH INTO THE KNOWLEDGE OF THE BUSINESS......Page 166
Reports......Page 167
Archiving......Page 168
Information management –the old retainer......Page 169
CONCLUSION......Page 170
KEY POINTS......Page 171
INTRODUCTION......Page 172
THINKING ABOUT A CONSUMER-LED FUTURE......Page 173
A process for looking at the future......Page 175
TAKING CONTROL AND DETERMINING THE FUTURE......Page 180
CONCLUSION......Page 181
Conclusion......Page 182
The Market Research Society......Page 188
The purpose of guidelines......Page 189
Relationship with data protection legislation......Page 190
A. Conditions of Membership and Professional Responsibilities......Page 194
B. ICC/ESOMAR Code of Marketing and Social Research Practice......Page 199
How the ICC/ESOMAR International Code of Marketing and Social Research Practice should be Applied......Page 203
CODELINE......Page 210
How to use Codeline......Page 211
NOTES......Page 212
Glossary of market research terms......Page 214
References......Page 220
Index......Page 224