Market Research and Analysis: Methods, Design, and Data

Cover
Half Title
Title
Copyright
Dedication
Contents
Preface
Chapter 1: The Purpose of Market Research
	Overview
	The Importance of Market Research
	The Basic Components of Market Research
	When to Conduct Market Research
	The Research Team Structure
	The Four Basic Concepts of Market Research
	Discussion Questions
	Recommended Readings
Chapter 2: Market Research Ethics
	Overview
	The Moral Principles of Market Research Ethics
	Clearly Stating Goals and Objectives
	Ethical Considerations Regarding the Participants
	Ensuring the Anonymity of Responses
	Fair Trade and Incentives
	Be Aware and Avoid Frugging
	Informed Consent and the Right to Refuse
	Stereotyping and Bias in Market Research
	The Ethics of Web Scraping, Big Data, and Thick Data
	Advantages of Using Big Data and Thick Data
	Disadvantages of Using Big Data and Thick Data
	Ethical Considerations of AI in Market Research
	Alexa, Siri, and Other Smart Speakers’ Ethical Concerns
	Neuromarketing Data Collection Strategies
	Discussion Questions
	Recommended Readings
Chapter 3: Defining the Research Objective
	Overview
	Developing Solid Research Objectives and Supporting Research Questions
	Research Objectives
	Research Questions
	Differences between Exploratory, Descriptive, and Causal Research
	Exploratory Research
	Descriptive Research
	Causal or Explanatory Research
	Defining the Most Appropriate Research Method
	Ascribing Appropriate Research Methodologies to Research Requirements
	Qualitative Research Methods
	Quantitative Research Methods
	The Purpose of Each Component within the Research Design and Proposal
	Considerations Regarding the Priorities and Practicalities
	Determination of the Kind of Data Required
	Deciding How Data Will Be Collected
	Deciding How the Data Will Be Analyzed
	Defining a Management Decision Problem and Developing a Market Research Problem
	Writing the Research Proposal
	Discussion Questions
	Recommended Readings
Chapter 4: Secondary Research Methods
	Overview
	The Differences Between Internal and External Secondary Research
	Advantages and Limitations of Secondary Research
	Exploring the Advantages and Limitations
		Advantages
		Disadvantages
	Gathering Secondary Data from Credible Sources
	Developing a Secondary Research Report with Proper Components
	The Purpose of Environmental Scanning
	The Importance of Environmental Scanning
	Environmental Scanning Examples
		A Successful Example: PepsiCo
		An Unsuccessful Example: Borders
	The Value of Geodemographic Segmentation Tools
	Discussion Questions
	Recommended Readings
Chapter 5: Quantitative Primary Research: Surveys, Data Mining, and Web Scraping
	Overview
	Primary Quantitative Research Methodologies
	Quantitative Research Methods
	Survey Research
	Correlational Research
	Causal-Comparative Research
	Experimental Research
	Using Surveys, Data Mining, and Web Scraping Techniques
	The Use of Surveys
	Data Mining Techniques
	Web Scraping Techniques
	Web Scraping Tools
	Ethics in Web Scraping
	Techniques and Application Tools for Gathering Data
	Data Mining Tools
	Developing Summary Reports
	Discussion Questions
	Recommended Readings
Chapter 6: Qualitative Primary Research: Surveys, Focus Groups, and Observation Studies
	Overview
	The Merits of Qualitative Research
	Main Qualitative Research Methods
	Developing a Qualitative Report Summary
	Qualitative Research Summary Report-Writing Best Practices
	Discussion Questions
	Recommended Readings
Chapter 7: Survey Development
	Overview
	Components of Common Types of Market Research Surveys
	Being Aware of the Methodological Challenges of a Survey
	Preparing the Survey
	Instrumentation and Implementation of the Survey
	Post-Survey Analysis and Recommendations
	Methodological and Content Validation
	Manipulation and Tabulation of Data
	Data Analysis
	Interpreting Results and Writing a Discussion Section
	Best Practices When Developing Surveys
	Discussion Questions
	Recommended Readings
Chapter 8: Sampling Techniques
	Overview
	Census versus Sampling
	Census
	Sample
	Deciding Between a Census or a Sample
	Determining Sample Size
	Understanding the Confidence Interval
	Considerations in Determining a Sample Size
	Calculating the Sample Size
	Cochran’s Sample Size Formula
	Slovin’s Formula
	Sample Size Calculators
	Probability and Non-Probability Sampling Techniques
		Probability and Non-Probability Sampling Techniques in Statistics
	Probability Sampling Techniques
	Simple Random
	Stratified
	Systematic
	Cluster
	Multistage
	Non-Probability Sampling Techniques
	Convenience
	Judgment or Purposive
	Quota
	Snowball
	Discussion Questions
	Recommended Readings
Chapter 9: Survey Distribution
	Overview
	Distribution Method Overview
	Email and Newsletters
	SMS
	Web Intercept
	Snail Mail
	Telephone Interviews
	The Art of Invitation
	Response Rate
	Online Survey Software
	Avoiding Survey Implementation Biases
	Survey Ethics
	Discussion Questions
	Recommended Readings
Chapter 10: Data Analytics Tools and Descriptive Statistics
	Overview
	Data Preparation
	Editing Raw Data
	Data Tabulation
	Weighting Data
	Data Analysis Tools
	Descriptive Statistics
	Understanding Measures of Central Tendency
	Mean
	Median
	Mode
	Quartiles
	Outliers
	Percentages
	Top-box Scores
	Cross Tabulations
	Measures of Dispersion or Spread
	Normal Distribution/Bell Curve
	Range
	Standard Deviation
	Variance
	Discussion Questions
	Recommended Readings
Chapter 11: Data Analysis — Hypothesis Testing
	Overview
	The Process of Testing a Theory
	Hypothesis Testing
	Gathering Data
	Hypothesis Statements
	Null and Alternative Hypotheses
	Independent and Dependent Variables
	Selecting Test Statistics
	Calculating Test Statistics
	Statistical Decision
	Discussion Questions
	Recommended Readings
Chapter 12: Data Analysis: Inferential Statistics
	Overview
	The Purpose of Inferential Statistics
	The Purpose of Correlation Analysis
	Determining Correct Inferential Statistical Tests
	Online Statistic Calculators
	Discussion Questions
	Recommended Readings
Chapter 13: Communicating Results: Reporting Tools and Data Visualization
	Overview
	Communicating Research Results
	The Target Audience
	Technical Reports
	General Reports
	The Content of a Market Report
	Choosing Appropriate Reporting Tools for Specific Research Projects
	Data Visualization Techniques
	Infographics Software
	Using Word Clouds
	Interactive Infographics Online Tools
	Representing Data Correctly through Proper Modes of Visualization
	Mean Scores
	Percentages
	Trending Data Over Time
	Area Graphs
	Bubble Charts
	Candlestick Charts
	Gantt Charts
	Heatmaps
	Histograms
	Line Graphs
	Nightingale Rose Charts
	Open-High-Low-Close Charts
	Spiral Plots
	Stacked Area Graphs
	Stream Graphs
	Discussion Questions
	Recommended Readings
Appendix: Answers to Odd-Numbered Questions
Index