Market research in practice : an introduction to gaining greater market insight / Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman.
Introducing market research tools, approaches, and issues, this book provides a clear, step-by-step guide from the beginning steps of planning and executing a project through to analyzing and presenting the results. --
Saved in:
| Online Access: |
Full Text (via Skillsoft) |
|---|---|
| Main Authors: | , , |
| Other Authors: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London :
Kogan Page,
2016.
|
| Edition: | Third edition. |
| Series: | Market research in practice series.
|
| Subjects: |
MARC
| LEADER | 00000cam a2200000 i 4500 | ||
|---|---|---|---|
| 001 | b12294726 | ||
| 006 | m o d | ||
| 007 | cr ||||||||||| | ||
| 008 | 160308s2016 enk ob 001 0 eng d | ||
| 005 | 20231215081412.0 | ||
| 019 | |a 942753568 |a 942842718 |a 1029504781 |a 1060195961 |a 1105885486 | ||
| 020 | |a 9780749475864 |q (electronic bk.) | ||
| 020 | |a 0749475862 |q (electronic bk.) | ||
| 020 | |z 0749475854 | ||
| 020 | |z 9780749475857 | ||
| 029 | 1 | |a AU@ |b 000057279821 | |
| 035 | |a (OCoLC)sks944156954 | ||
| 035 | |a (OCoLC)944156954 |z (OCoLC)942753568 |z (OCoLC)942842718 |z (OCoLC)1029504781 |z (OCoLC)1060195961 |z (OCoLC)1105885486 | ||
| 037 | |a sks112615 | ||
| 040 | |a YDXCP |b eng |e rda |e pn |c YDXCP |d N$T |d CDX |d IDEBK |d N$T |d OCLCO |d N$T |d OCLCO |d OCLCF |d OCLCO |d UPM |d S9I |d NRC |d EBLCP |d OCLCQ |d RRP |d D6H |d COO |d OCLCQ |d OCLCO |d OCLCQ |d OCLCO | ||
| 049 | |a GWRE | ||
| 050 | 4 | |a HF5415.2 |b .H253 2016eb | |
| 100 | 1 | |a Hague, Paul N., |e author. | |
| 245 | 1 | 0 | |a Market research in practice : |b an introduction to gaining greater market insight / |c Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman. |
| 250 | |a Third edition. | ||
| 264 | 1 | |a London : |b Kogan Page, |c 2016. | |
| 300 | |a 1 online resource (xviii, 382 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 347 | |a data file | ||
| 490 | 1 | |a Market research in practice series | |
| 588 | 0 | |a Online resource; title from PDF title page (EBSCO, viewed March 11, 2016). | |
| 504 | |a Includes bibliographical references (pages 360-377) and index. | ||
| 520 | |a Introducing market research tools, approaches, and issues, this book provides a clear, step-by-step guide from the beginning steps of planning and executing a project through to analyzing and presenting the results. -- |c Edited summary from book. | ||
| 505 | 0 | |a pt. 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 | |
| 505 | 0 | |a Positioning the brand and communications -- Summary -- pt. 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 -- 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 | |
| 505 | 0 | |a 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 -- pt. THREE Quantitative research -- 09. Quantitative research -- What is quantitative research? | |
| 505 | 0 | |a 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 | |
| 505 | 0 | |a 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 | |
| 505 | 0 | |a The life cycles of research methods -- Sending out e-surveys -- The growth of online panels -- The advantages and disadvantages of panel research -- 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 -- pt. 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 | |
| 505 | 0 | |a 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 | |
| 505 | 0 | |a 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 -- Idea screen -- 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 | |
| 650 | 0 | |a Marketing research. | |
| 650 | 0 | |a Marketing research |x Methodology. | |
| 650 | 0 | |a Social sciences |x Research |x Methodology. | |
| 650 | 7 | |a Marketing research |2 fast | |
| 650 | 7 | |a Marketing research |x Methodology |2 fast | |
| 650 | 7 | |a Social sciences |x Research |x Methodology |2 fast | |
| 700 | 1 | |a Harrison, Matthew. | |
| 700 | 1 | |a Cupman, Julia, |e author. | |
| 700 | 1 | |a Truman, Oliver, |e author. | |
| 776 | 0 | 8 | |i Print version: |a Hague, Paul N. |t Market research in practice. |b Third edition. |d London : Kogan Page, 2016 |z 0749475854 |z 9780749475857 |w (OCoLC)919564205 |
| 830 | 0 | |a Market research in practice series. | |
| 856 | 4 | 0 | |u https://ucblibraries.skillport.com/skillportfe/main.action?assetid=112615 |z Full Text (via Skillsoft) |
| 915 | |a - | ||
| 956 | |a Skillsoft BusinessPro | ||
| 956 | |b Skillsoft BusinessPro Skillport Collection | ||
| 994 | |a 92 |b COD | ||
| 998 | |b Subsequent record output | ||
| 999 | f | f | |i 8291599f-5f00-5a23-b36d-57bb776d9ff0 |s 0111e799-91a8-5089-ad7c-272aeb807343 |
| 952 | f | f | |p Can circulate |a University of Colorado Boulder |b Online |c Online |d Online |e HF5415.2 .H253 2016eb |h Library of Congress classification |i web |n 1 |