Market research in practice : an introduction to gaining greater market insight

Description

Cover Contents Preface PART 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 Positioning the brand and communications Summary PART 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 Web scraping 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 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 PART THREE Quantitative research 09 Quantitative research What is quantitative research? 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 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 The life cycles of research methods Sending out e-surveys The growth of online panels 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 PART 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 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 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 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 Summary PART FIVE The market research industry 25 International market research Seeing things more clearly The structure of the global market research industry Response rates internationally Measuring attitudes across nations Coordinating multi-country studies Using desk research (secondary research) to carry out international market research Summary 26 Using market research to test social and political opinions Who is interested in public opinion? Determining an accurate result Qualitative research that guides social and political studies The use of social media in polling Summary 27 Research trends Drivers of change Trends in quantitative research Trends in qualitative research Making questionnaires more engaging Trends among users of market research Specialization in market research skills Summary 28 The General Data Protection Regulation Basic principles of GDPR Jargon busting Running a study that meets data protection requirements Summary 29 Ethics in market research The importance of ethics in market research Examples of ethical dilemmas for market researchers Principles guiding the ethics of market researchers Incentivizing respondents for research Returning to the ethical dilemmas Summary Bibliography Index