Marketing Research 1e

Approaches, Methods and Applications in Europe
Ray Kent, University of Stirling
ISBN-13: 9781844803279
ISBN: 1844803279

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Unlike other textbooks which implicitly focus on client-based research, Marketing Research compares and contrasts research from both academic and client-based perspectives. This text has an innovative approach which focuses on the need for market research to be viewed on a systemic level, as an integrated creative process, composed of varying practical and theoretical approaches which can be tailored to each research project.Aimed at post-introductory Marketing undergraduates and postgraduate students, Marketing Research is the first UK textbook to offer the advantages of presentation and format associated with a US textbook, yet still provide a comprehensive coverage of approaches, methods and applications of market research in a primarily European and international context.

Chapter Abstracts

• Ch. 1 Client-Based Market Research  [Purchase this echapter]
  Chapter One covers the key features of client-based market research; why client organizations need it; the different types of research undertaken for clients; the process of designing the research; buying and selling research; the market research industry in Europe; the changing role of the market researcher; key ethical issues and the effects of data protection legislation
• Ch. 2 Academic Research in Marketing  [Purchase this echapter]
  Chapter Two covers the key features of academic research; how academic research is evaluated; the philosophical assumptions that aremade by various styles of academic research; the nature and role of theory and models the format and content of a research proposal for academic research and ethical issues in the conduct of academic research
• Ch. 3 Accessing Secondary Data  [Purchase this echapter]
  Chapter Three covers the nature and types of data; the various sources of secondary data - published, commercial and internal; the process of doing desk research; evaluating the quality of data obtained from secondary sources,doing secondary data analys; using marketing intelligence and doing desk research for academic projects
• Ch. 4 Constructing Qualitative Data  [Purchase this echapter]
  Chapter Four covers the nature and construction of qualitative data; the characteristics of client-based qualitative market research; the process of interviewing groups and individuals,the alternatives to interview methods, namely observation, ethnography and consultatio and the nature of academic qualitative research
• Ch. 5 Constructing Quantitative Data  [Purchase this echapter]
  Chapter Five covers the tripartite structure of quantitative data, the nature of cases and variables, the different types of scales of values, the processes of direct, indirect, derived and multidimensional measurement and the sources of measurement error
• Ch. 6 The Instruments of Data Capture  [Purchase this echapter]
  Chapter Six covers the process of designing questionnaires, the different types of questionnaires, the different types of questions that may be used, the different features that go into questionnaire design and layout, using computer software to help produce questionnaires, the use of diaries and diary design and capturing data using manual or electronic recording devices
• Ch. 7 Quantitative Research Methods  [Purchase this echapter]
  Chapter Seven covers the nature and different types of marketing research surveys, the kinds of errors that can arise in survey design and execution, the nature and types of experimental research in marketing, panels and regular interval surveys as forms of continuous research and the contrasts between client-based and academic quantitative research in marketing
• Ch. 8 Populations and Samples  [Purchase this echapter]
  Chapter Eight covers the research population, in what circumstances samples are required or preferable, the process of sample selection, the different types of sample and how they are designed, how sample sizes are determined, the range of factors that in practice affect sample design, the special features of sampling for online research, the range of sampling errors that can occur and the mechanisms that are sometimes used to control error
• Ch. 9 Mixed Research Designs  [Purchase this echapter]
  Chapter Nine covers the differences, similarities, strengths and weakness of quantitative and qualitative research, the nature of research design, the distinction between mixed methods and mixed designs, the different ways in which data, research methods and research paradigms may be mixed, and the relationship between the rationales for conducing research and the use of mixed designs
• Ch. 10 Analyzing Qualitative Data  [Purchase this echapter]
  Chapter Ten covers the craft skills that have been developed by qualitative market researchers for the analysis of qualitative data for clients, academic approaches to the analysis of qualitative data, including content analysis, ethnography, phenomenology and hermeneutics, discourse analysis, semiotics and grounded theory, the validity of analyses arising from the use of qualitative procedures and using computer-assisted qualitative data analysis software (CAQDAS)
• Ch. 11 Analyzing Quantitative Data: Essential Descriptive Measures  [Purchase this echapter]
  Chapter Eleven covers the process of preparing data ready for analysis, including checking, editing, coding, and assembly in a data matrix, the key factors affecting the choice of data analysis technique, the display of categorical and metric variables in tables and charts, the statistics used to summarize categorical and metric variables, the data transformations that may be necessary before further analysis is carried out and how to use SPSS to do the calculations for you
• Ch. 12 Analyzing Relationships Between Two Variables  [Purchase this echapter]
  Chapter Twelve covers bivariate data display, including clustered and stacked bar charts and crosstabulation, bivariate data summaries for both categorical and metric variables, including a range of measures of association for two categorical variables, and correlation and regression analysis for two metric variables and how to use SPSS for bivariate data analysis
• Ch. 13 Making Statistical Inferences  [Purchase this echapter]
  Chapter Thirteen covers calculating interval estimates for categorical and metric variables, testing univariate hypotheses for categorical and metric variables, testing bivariate hypotheses for statistical significance, including situations where both variables are categorical, both are metric and mixed scales and the difference between statistical inference and data summaries,conducting tests of statistical significance using SPSS
• Ch. 14 Multivariate Analysis  [Purchase this echapter]
  Chapter Fourteen covers the limitations of bivariate analysis, the different types of multivariate analysis and the search for patterns in the data, the multivariate analysis of categorical variables using three-way and n-way tables or loglinear analysis, the multivariate analysis of metric variables, and metric and categorical variables mixed, using the dependence techniques of multiple regression, logistic regression, discriminant analysis and multivariate analysis of variance, and the interdependence techniques of factor analysis, cluster analysis and multidimensional scaling and using multivariate analysis in the context of establishing causal relationships and offering explanations
• Ch. 15 Alternative Methods of Data Analysis  [Purchase this echapter]
  Chapter Fifteen covers the origins of mainstream statistical methods and their limitations, the link between causal analysis and the use of such statistics, some of the alternatives to mainstream statistics, some of which still focus on variable analysis, but allow for nonlinearity, including neural network analysis, some data mining techniques, and Bayesian statistics, alternatives that focus on cases rather than variables, including the use of combinatorial logic and fuzzy set analysis, holistic approaches to data analysis
• Ch. 16 Commercial Proprietary Techniques  [Purchase this echapter]
  Chapter Sixteen covers diagnostic techniques that cover market measurement, the measurement of audiences to television, radio, print media and outdoor media, single-source data, which combine market measurement with audience measurement, usage and attitude surveys, customer satisfaction research and advertising tracking studies and predictive techniques that include testing products and product concepts, advertising pretesting, and volume and brand share prediction
• Ch. 17 Cross-National Research  [Purchase this echapter]
  Chapter Seventeen covers the very different environments in which cross-national research takes place, issues that are specific to the design of cross-national research, including identifying market opportunities across a number of countries or indeed across the globe, building cross-national marketing information systems to monitor trends and carrying out primary research that spans more than one country, the issues that are specific to the conduct of cross-national primary research including selecting the appropriate unit of analysis, the problems of comparable measurement and scaling across nations, taking samples in different countries, the use of proprietary international research services, the particular features of international advertising research, and the use of qualitative methods across borders and academic cross-national research
• Ch. 18 Communicating the Results  [Purchase this echapter]
  Chapter Eighteen covers the importance and content of research reports, making presentations of research results, research follow-up activities, reporting cross-national research and reporting academic research