Marketing Research + CD:An Integrated Approach

Description

Features

• Links current marketing research techniques with real-life marketing research practice, providing case histories explaining how marketing research has been used by leading brands such as Sony Ericsson, Lynx, Airmiles, the Metro Newspaper, Dove and Allied Domecq.
  
• Covers the newest developments within marketing research including online research, multi-mode interviewing and web analytics.
  
• Includesarticles on current issues in marketing research such as declining response rates, the growth in customer insight departments, using social media for research, and international research observation using surveillance cameras.
  
• Integrates marketing research with the rapidly developing areas of customer information management such as loyalty cards, databases and customer records
  
• Provides chapter-by-chapter suggestions for further reading and websites

Online resources include an Instructor’s Manual and PowerPoint slides for instructors, along with a free CD incorporating a ‘demo’ version of SNAP, one of the leading fully-integrated survey software packages for questionnaire design, data collection and analysis. 

Table of Contents

Chapter 1 The role of marketing research and customer information
in decision making

Chapter 2 The marketing research process

Chapter 3 Secondary data and customer databases

Chapter 4 Collecting observation data and monitoring online user-generated contents

Chapter 5 Collecting and analysing qualitative data

Chapter 6 Collecting quantitative data

Chapter 7 Designing questionnaires

Chapter 8 Sampling methods

Chapter 9 Analysing quantitative data

Chapter 10 Presenting the research results

Marketing research in action: case histories

Case 1: Lynx - launching a new brand

Case 2: Sony Ericsson - understanding the mobile phone market

Case 3: AIR MILES - researching advertising effectiveness

Case 4: The Metro - newspaper media research and understanding the reader

Case 5: Birmingham airport - researching customer satisfaction

Case 6: Gu - establishing a community for research

Case 7: English Rugby - researching participation

Case 8: Malta and MTV - researching attitudes

Case 9: Allied Domecq - researching lifestyles

Case 10: Dove - researching beauty for a communications campaign

Current issues in marketing research

Issue 1: Marketing research versus customer insight

Issue 2: Merging marketing research with customer databases

Issue 3: Observation and surveillance cameras

Issue 4: Declining response rates

Issue 5: Challenges of business-to-business research

Issue 6: Difficulties in achieving representative samples

Issue 7: Research and social media

Issue 8: Mulit-mode interviewing

Issue 9: Using technology for data collection

Issue 10: Clients going direct to respondents

Issue 11: International research

Issue 12: The repsondents' view of resesarch

Appendix 1  Statistical tables

Appendix 2  Snap Getting Started Guide

Glossary

Index

Back Cover

Marketing Research: An Integrated Approach, Third Edition, is invaluable for anyone studying marketing research at a degree or diploma level. The author is the lead examiner for modules in the professional qualifications of the Market Research Society and the Chartered Institute of Marketing, and the content of the book has been developed to fully support the Chartered Institute of Marketing’s Marketing Information and Research Professional Certificate module and The Market Research Society’s Principles of Market and Social Research and Information Diploma module.

The book places research in the bigger picture of marketing and demonstrates how an understanding of marketing research is a key requirement of any effective marketing professional. The text integrates the key concepts and techniques of marketing research with both the management of customer information from customer databases along with the monitoring of user-generated content appearing on online social networks.

Marketing Research is written in a clear and accessible style using many examples, real-life case histories and discussions of current issues in marketing research and customer information management, making it ideal for supporting the delivery of single semester modules on marketing research.

Key features

• Links current marketing research techniques with real-life marketing research practice, providing case histories explaining how marketing research has been used by leading brands such as Sony Ericsson, Lynx, Airmiles, the Metro Newspaper, Dove and Allied Domecq.
• Covers the newest developments within marketing research including online research, multi-mode interviewing and web analytics.
• Includesarticles on current issues in marketing research such as declining response rates, the growth in customer insight departments, using social media for research, and international research observation using surveillance cameras.

• Integrates marketing research with the rapidly developing areas of customer information management such as loyalty cards, databases and customer records.
• Provides chapter-by-chapter suggestions for further reading and websites.

Online resources include an Instructor’s Manual and PowerPoint slides for instructors, along with a free CD incorporating a demo version of SNAP, one of the leading fully-integrated survey software packages for questionnaire design, data collection and analysis. 

Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. He is also Senior Examiner for the Chartered Institute of Marketing and The Market Research Society.  Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice.  He has written numerous articles on marketing research and has received a number of awards for his publications. He is also a fellow of both the Chartered Institute of Marketing and The Market Research Society.

Author

Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. He is also Senior Examiner for the Chartered Institute of Marketing and The Market Research Society.  Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice.  He has written numerous articles on marketing research and has received a number of awards for his publications. He is also a fellow of both the Chartered Institute of Marketing and The Market Research Society.