Market research in practice : an introduction to gaining greater market insight

Cover
Contents
Preface
PART ONE Planning a market research study
	01 Introduction
		Who needs market research?
		New roles for market research
		The effect of regional culture on the use of market research
		The use of market research in business models and frameworks
		Consumer and business-to-business market research
		The scope of market research information
		Quantitative and qualitative research
		The market research process
		The organization of market research
		Summary
	02 Market research design
		What is worth researching?
		Market research suppliers
		The market research brief: a statement of the problem/opportunity
		The market research proposal: the return of brief (ROB)
		The information required
		The accuracy
		The budget
		The timetable
		What to expect in a proposal (return of brief)
		Summary
	03 Uses of market research
		Understanding markets
		Understanding customers
		Understanding and developing the offer
		Positioning the brand and communications
		Summary
PART TWO Qualitative research
	04 Qualitative research
		What is qualitative research?
		The tools of qualitative research
		When to use qualitative research
		The uses of qualitative research
		Summary
	05 Desk research
		A veritable gold mine
		An important principle of desk research
		Sources of sources: the high-level view
		Industry experts
		The internet
		Online market reports
		The press
		Company data
		Government statistics
		Trade and industry bodies
		Directories and lists
		The range of information available from desk research
		Planning, recording and evaluating desk research
		Web scraping
		The limits of desk research
		Summary
	06 Focus groups
		The focus group
		The people that make up a focus group
		When to use focus groups
		Areas of special consideration
		Planning and recruiting groups
		Number of groups
		Venues of groups
		Getting participants to attend
		The group moderator
		Tools of the group moderator
		Summary
	07 Depth interviewing
		Why use depth interviews?
		Depth interviews in market research design
		How many depth interviews are needed?
		The role of the telephone in depth interviewing
		Winning cooperation for the interview
		The principles of interviewing
		The interview itself
		The line of questioning
		Developing the discussion guide for the interview
		Probes and prompts
		Summary
	08 Observation and ethnography
		Observation: a research method you can believe
		When to use observation
		The audit: a major application for observation
		Observation in shopping surveys
		Observation in product research
		Observation in poster checks
		Observation in checking television viewing
		Setting up observation programmes
		Reporting observational data
		Summary
PART THREE Quantitative research
	09 Quantitative research
		What is quantitative research?
		Determining the size of the sample
		The tools of the quantitative researcher
		What quantitative research is used for
		Analysing quantitative research
		Summary
	10 Sampling and statistics
		The principles of sampling
		Random sampling in consumer markets
		Choosing the size of the sample
		Sampling error
		Random sampling and non-response
		Quota samples
		Sampling in business-to-business markets
		Using statistics to derive importance of factors
		Using statistics to arrive at needs-based segmentations
		Summary
	11 Questionnaire design
		What is so difficult about designing a questionnaire?
		The role of questionnaires
		Different types of questionnaires
		Different types of questions
		Behavioural questions
		Attitudinal questions
		Classification questions
		Three steps in questionnaire design
		Formulating the questions
		Arranging the questionnaire layout
		Piloting and testing the draft questionnaire
		Special questionnaires: conjoint analysis
		Trade-off grids (SIMALTO – Simulated Multi-Attribute Level Trade-Off)
		Summary
	12 Face-to-face interviewing
		Advantages of face-to-face interviews
		Disadvantages of face-to-face interviews
		Street interviews
		Household interviews
		Questionnaire design
		Response rates to surveys: an industry problem
		Hall tests (mall intercepts)
		Summary
	13 Telephone interviewing
		Why interview by telephone?
		CATI: computer-assisted telephone interviewing
		The art of telephone interviewing: carrying out a successful interview
		Limitations of telephone interviews
		Summary
	14 Self-completion questionnaires
		The ubiquitous self-completion questionnaire
		When to use and when not to use self-completion questionnaires
		Principles of designing self-completion questionnaires
		Good practice in self-completion questionnaires
		Summary
	15 Online surveys
		The life cycles of research methods
		Sending out e-surveys
		The growth of online panels
		Organizing an online survey
		Online focus groups
		Collecting information from a website
		Google and the rise of the DIY researcher
		Mobile surveys
		Using the net to pose questions
		Summary
	16 Data analysis
		The analysis of closed questions
		Data analysis of open-ended questions
		Analysis of numerical responses
		A note on data validation
		Multivariate analysis
		Qualitative data analysis
		Semiotics and qualitative research
		Summary
PART FOUR Using market research
	17 Using market research to segment markets
		Why use market segmentation?
		Types of segmentation approach
		Qualitative/judgement-based approaches
		Quantitative methods
		Successfully embedding segmentation within a client organization
		Summary
	18 Using market research to improve a brand position
		Research at the birth (and re-birth) of a brand
		Researching new visual identities
		Brand health monitoring
		Other topics covered as part of brand tracking studies
		Research design of brand tracking studies
		Brand positioning
		Valuing brands/brand equity
		Summary
	19 Using market research to improve customer satisfaction and loyalty
		Defining customer satisfaction and loyalty
		The importance of customer satisfaction and loyalty
		Assessing customer satisfaction and loyalty through market research
		Summary
	20 Using market research to achieve optimum pricing
		The importance of price
		What do we mean by price?
		Equating price with value
		Setting price according to business objectives
		Using market research to achieve optimum pricing
		Researching the potential price it is possible to charge
		Researching the value of different aspects of the offer
		The challenges of researching price
		Conclusions
	21 Using market research to enter a new market
		Why enter a new market?
		Challenges when entering a new market
		Ways of entering a new market
		The role of market research in market entry decision making
		Information required from a market entry study
		Further frameworks for analysing market entry data
		Summary
	22 Using market research to test advertising effectiveness
		The different types of advertising
		Why test advertising effectiveness?
		How to test advertising effectiveness
		Summary
	23 Using market research to launch a new product
		Why launching new products is important
		Defining a new product
		The role of market research in new product development
		Developing success criteria for new product development
		Summary
	24 Reporting
		Common rules for both written reports and presentations
		Reporting qualitative data
		Reporting quantitative data
		Drawing conclusions
		Making a presentation
		Summary
PART FIVE The market research industry
	25 International market research
		Seeing things more clearly
		The structure of the global market research industry
		Response rates internationally
		Measuring attitudes across nations
		Coordinating multi-country studies
		Using desk research (secondary research) to carry out international market research
		Summary
	26 Using market research to test social and political opinions
		Who is interested in public opinion?
		Determining an accurate result
		Qualitative research that guides social and political studies
		The use of social media in polling
		Summary
	27 Research trends
		Drivers of change
		Trends in quantitative research
		Trends in qualitative research
		Making questionnaires more engaging
		Trends among users of market research
		Specialization in market research skills
		Summary
	28 The General Data Protection Regulation
		Basic principles of GDPR
		Jargon busting
		Running a study that meets data protection requirements
		Summary
	29 Ethics in market research
		The importance of ethics in market research
		Examples of ethical dilemmas for market researchers
		Principles guiding the ethics of market researchers
		Incentivizing respondents for research
		Returning to the ethical dilemmas
		Summary
Bibliography
Index