Marketing research delivering customer insight

Cover
Brief contents
long contents
List of figures
List of tables
List of case histories
Foreword
Preface
acknowledgements
Guided tour
Careers in MR videos
1 THE ROLE OF MARKETING RESEARCH AND CUSTOMER INFORMATION IN DECISIONMAKING
	Introduction
	The marketing concept and the need for marketing information
	Turning information into customer insight
	The information explosion and big data
	An integrated approach
	What is marketing research?
	What are customer databases?
	What is user-generated content?
	Maintaining the distinction between marketing research and direct marketing
	The marketing research and database industries
	The professional bodies and associations in the marketing research industry
	Summary
	Review questions
	Additional reading
2 THE MARKETING RESEARCH PROCESS
	Introduction
	Stage 1: identification of problems and opportunities
	Stage 2: formulation of research needs/research brief
	Stage 3a: selection of research provider/agency
	Stage 3b: creation of research design/choice of research method
	Stage 4: collection of secondary data
	Stage 5: collection of primary data
	Stage 6: analysis of data
	Stage 7: preparation and presentation of research findings and recommendations
	Managing the client/agency relationship
	Ethics in marketing research
	Summary
	Review questions
	Additional reading
3 SECONDARY DATA, CUSTOMER DATABASES AND BIG DATA ANALYTICS
	Introduction
	The value of secondary data
	Sources of secondary data
	The customer database
	Using databases for marketing intelligence
	Database software
	Big data analytics
	External secondary information
	Summary
	Review questions
	Additional reading
	Websites
4 COLLECTING OBSERVATION DATA AND SOCIAL MEDIA LISTENING
	Introduction
	What is observation research?
	Categories of observation
	Specific observation methods
	Ethical issues in observation research
	Summary
	Review questions
	Additional reading
5 COLLECTING QUALITATIVE DATA
	Introduction
	What is qualitative research?
	Types of research most suited to qualitative research
	Forms of qualitative research
	Group discussions/focus groups
	Projective techniques
	Depth interviews versus group discussions
	Technological developments in qualitative research
	Summary
	Review questions
	Additional reading
6 COLLECTING QUANTITATIVE DATA
	Introduction
	What is quantitative research?
	Interviewer-administered methods
	Telephone interviewing
	Self-administered surveys
	Selecting survey methods
	Quantitative experimentation methods
	Summary
	Review questions
	Additional reading
7 DESIGNING QUESTIONNAIRES
	Introduction
	The questionnaire design process
	Step 1: develop question topics
	Step 2: select question and response formats
	Step 3: select wording
	Step 4: determine sequence
	Step 5: design layout and appearance
	Step 6: pilot test
	Step 7: undertake survey
	Summary
	Review questions
	Additional reading
8 SAMPLING METHODS
	Introduction
	The sampling process
	Step 1: define the population of interest
	Step 2: determine whether to sample or census
	Step 3: select the sampling frame
	Step 4: choose a sampling method
	Step 5: determine sample size
	Step 6: implement the sampling procedure
	Summary
	Review questions
	Additional reading
9 ANALYSING QUALITATIVE DATA
	Introduction
	Analysis of qualitative data
	Interpreting the data
	Grounded theory: an academic approach
	Summary
	Review questions
	Additional reading
10 ANALYSING QUANTITATIVE DATA
	Introduction
	Coding
	Data entry
	Tabulation and statistical analysis
	Statistical significance
	Testing goodness of fit: chi-square
	Hypotheses about means and proportions
	Measuring relationships: correlation and regression
	Multivariate data analysis
	Summary
	Review questions
	Additional reading
	Useful websites
11 PRESENTING THE RESEARCH RESULTS
	Introduction
	Understanding the audience
	Common dangers in the reporting and presentation of results
	The marketing research report format
	The oral presentation format
	Delivering remote presentations
	Data visualisation
	The future: delivering customer insight through EFM
	Summary
	Review questions
	Additional reading
	Useful websites
Marketing research in action: case histories
	Case 1: McDonald’s – the role of customer insight
	Case 2: Lynx – launching a new brand
	Case 3: Disney – researching children
	Case 4: Transport for London – using data to improve the service
	Case 5: Alibaba – a growing data warehouse
	Case 6: Gü – establishing a community for research
	Case 7: Vodafone – telephone insight
	Case 8: Malta and MTV – researching attitudes
	Case 9: Macmillan Cancer Support – advertising research
	Case 10: Dove – researching beauty for a communications campaign
Appendix
Glossary
Index