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Marketing Research: An Integrated Approach de Alan Wilson

Marketing Research: An Integrated Approach

Autor Alan Wilson
en Limba Engleză Mixed media product – 9 apr 2006
This concise book places marketing research in the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than a backroom activity performed by statisticians.
The structure of this book closely follows the core elements of the MRS/CIM Marketing Research and Information Module, so will be ideal for those students studying towards these diplomas. This book is also ideal for those taking a short course in marketing research for the first time.
 
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Specificații

ISBN-13: 9780273694748
ISBN-10: 027369474X
Pagini: 456
Dimensiuni: 189 x 246 mm
Greutate: 0.89 kg
Ediția:2Nouă
Editura: Pearson Education
Colecția Financial Times/ Prentice Hall
Locul publicării:Harlow, United Kingdom

Cuprins

Foreword by the Chairman of The Market Research Society (MRS)
About MRS
Preface
Publisher’s acknowledgements


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
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: Sony Ericsson -- understanding the mobile phone market
Case 2: AIR MILES -- researching advertising effectiveness
Case 3: The Metro newspaper media research -- understanding the readers
Case 4: Birmingham airport -- researching customer satisfaction
Case 5: Age Concern -- researching policy issues
Case 6: English rugby -- researching participation
Case 7: Glasgow Underground -- researching customer characteristics
Case 8: Allied Domecq -- researching lifestyles
Case 9: Dove -- researching beauty for a communications campaign
Case 10: Carlsberg-Tetley -- communicating research to the board


 
Current issues in marketing research

Issue 1: Marketing research versus customer insight
Issue 2: Merging marketing research with customer databases
Issue 3: Declining response rates
Issue 4: Challenges of business-to-business research
Issue 5: Difficulties in achieving representative samples
Issue 6: Researching difficult minority groups
Issue 7: Multi-mode interviewing
Issue 8: Using technology to collect data
Issue 9: Clients going direct to respondents
Issue 10: International research


Appendix 1 Statistical tables
Appendix 2 QuickStart Guide to Snap
Glossary

Index

Textul de pe ultima copertă

Marketing Research: An Integrated Approach
Second Edition
Alan Wilson
“I am impressed by the simplicity and clarity of this book. The text stands out in its practicality and hands-on approach. Alan Wilson brings his rich research experience to this well-written, concise book.”
—Zhongqi Jin, Middlesex University Business School
Marketing Research: An Integrated Approach, Second Edition is invaluable for anyone studying marketing research at a degree or diploma level and is prescribed reading for those students taking the joint module on Marketing Research and Information offered by the Chartered Institute of Marketing and The Market Research Society.
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 the management of customer information from databases, loyalty cards and customer files.
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 that makes it very suitable for supporting the delivery of single semester modules on marketing research.
Key features
  • Links current marketing research techniques with real-life marketing research practice
  • Integrates marketing research with the rapidly-developing areas of customer information management, for example, loyalty cards, databases and customer records
  • Covers the newest developments within marketing research, for example, online research, multi-mode interviewing and falling response rates
  • Highlights how to brief and select marketing research suppliers
  • Provides chapter-by-chapter suggestions for further reading and websites
New to this edition
  • A CD incorporating a ‘demo’ version of SNAP comes FREE with the text. SNAP is one of the leading fully-integrated survey software packages for questionnaire design, data collection and analysis.  The CD, combined with the QuickStart Guide printed in the text, will enable readers to practice how to produce and analyse short questionnaires.
Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. He is also Senior Examiner for the CIM / MRS joint module on Marketing Research and Information. Prior to joining the Universityof 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 regularly acts as a marketing and marketing research advisor to a number of public and private organisations. He is also a full member of the Chartered Institute of Marketing, a Council member of The Market Research Society and he chairs the Society’s Professional Development Advisory Board.
To access valuable learning and teaching materials visit www.pearsoned.co.uk/wilson.

Caracteristici

·         Logical structure followed in each chapter to provide easy navigation for the student including: opening vignettes, learning outcomes, key words, discussion questions and additional reading.
·         Researcher/client quotes used from real life examples to reinforce some of the key messages in the book.
·         Case studies from leading companies such as Sony Ericsson, Airmiles, Carlsberg-Tetley help students link the theory to business situations.
·         Lecturer’s support package including an Instructor manual and lecture PowerPoint slides to save lecturers time.
 

Caracteristici noi

·         Inclusion of the software SNAP. Students using this software will be able to practice producing short questionnaires, analysing data gathered and reporting this data correctly.
·         More emphasis on the use of the internet for marketing research including enhanced sections on online surveys, group discussions and samples keeps students up to date.
·         Inclusion of the material on the new MRS Code of Conduct (published in August 2005) ensures students are following the MRS syllabus correctly.
·         NEW inclusion of material on ethnography in Chapter 4 to give students the broad perspective they need in doing research.
·         Increased number of case studies and articles throughout the book to keep the subject more relevant and engaging to students.
 

Notă biografică

Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. 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 a Senior Examiner for The Market Research Society and a member of their professional development advisory board. He serves on the editorial board of the International Journal of Market Research and is a fellow of both the Chartered Institute of Marketing and The Market Research Society.

Recenzii

The book provides a practical but yet easy to understand approach to market research. Enriched with contemporary case studies, a must-have for research students seeking an easy to understand and practical text.
An excellent and up-to-date book for up-to-date learners of market research.
Reading this marketing research book centred around customer insight is a joyous experience. With the inclusion of new material on cutting-edge areas such as big data analytics and social media listening, this edition provides a fascinating demonstration of the need to integrate traditional marketing research approaches with user-generated content.
The textbook has clear and refreshingly brief explanations of marketing research concepts. In addition, there are many useful real-world examples helping students understand how research concepts could be applied.
This book is very well laid out and it is up to date with practical examples throughout to help students better understand the methods and concepts, particularly with respect to collecting qualitative and quantitative data as well as designing questionnaires.