PART 1: Setting the scene... 1

Transcription

1 Contents in brief PART 1: Setting the scene Chapter 1: Introduction to marketing research Chapter 2: Types of market research projects Chapter 3: Designing a research project and writing a proposal PART 2: Exploring the issues Chapter 4: Secondary data Chapter 5: Focus groups Chapter 6: Depth interviews PART 3: Designing and conducting surveys Chapter 7: Survey data collection methods Chapter 8: Sampling Chapter 9: Measurement and scaling Chapter 10: An introduction to questionnaire design Chapter 11: Question structure, pre-coding and pre-testing Chapter 12: Planning and managing fieldwork PART 4: Analysing and reporting Chapter 13: Preparing survey data for analysis Chapter 14: Understanding and analysing statistical data Chapter 15: Reporting research PART 5: Ethics Chapter 16: Ethical issues in market research Glossary Index Contents in brief v

2 Text at a glance...x e-student...xii e-instructor...xiii Preface...xiv About the author...xvi Acknowledgments...xvi PART 1: Setting the scene Chapter 1: Introduction to marketing research Learning objectives Introduction What is market research? The importance of market research Major features of market research How a market research project comes about Why organisations commission market research How market research and its methods originated The development of market research in Australia The Australian market research industry The skills required in market research Technological developments that have an impact on market research The developing role of the Internet in market research Australasians as research pioneers The Market Research Society of Australia Other market research and marketing associations Marketing information systems Chapter review Key terms Review questions Market research exercises Appendix to chapter 1: Examples of MRSA members Chapter 2: Types of market research projects Learning objectives Introduction Exploratory research Differences between qualitative and quantitative research Primary and secondary data Descriptive research Experimental research Syndicated research Omnibus research Standardised research services Two specialised uses of market research Chapter review Key terms Review questions Market research exercises Chapter 3: Designing a research project and writing a proposal Learning objectives Introduction A model of the research project process The role of the research proposal The persuasive and descriptive nature of the proposal Contents of the proposal The qualities of an effective proposal Appraising a proposal Briefing a researcher Chapter review Key terms vi

3 Review questions Market research exercises PART 2: Exploring the issues. 113 Chapter 4: Secondary data Learning objectives Introduction The roles of secondary data in research Difference between internal and external data sources Internal sources of secondary data External sources of secondary data Advantages and disadvantages of secondary data How to look for secondary data Chapter review Key terms Review questions Market research exercises Chapter 5: Focus groups Learning objectives Introduction Purposes of focus groups Some advantages of focus groups Possible weaknesses of focus groups Client attendance What kinds of people take part in focus groups? Location and setting for the focus group Size and composition of a focus group How groups are recruited The group moderator The focus group discussion guide Analysis of focus group findings Reporting focus group findings A focus group in action Conducting focus groups via the Internet Chapter review Key terms Review questions Market research exercises Appendix to chapter 5: Focus group discussion transcript (extract) Chapter 6: Depth interviews Learning objectives Introduction How depth interviewing originated Features of a depth interview Why depth interviews are used Other aspects of depth interviews Some advantages of depth interviews over focus groups Disadvantages of depth interviews Projective techniques Chapter review Key terms Review questions Market research exercises Appendix to chapter 6: Depth interview verbatim transcript PART 3: Chapter 7: Designing and conducting surveys. 217 Survey data collection methods Learning objectives Introduction How to select the best method The most common data collection methods Face-to-face interviewing Telephone interviewing vii

4 Self-completion questionnaires Executive interviewing Chapter review Key terms Review questions Market research exercises Chapter 8: Sampling Learning objectives Introduction The sample design process Sampling error Deciding how large a sample should be Opinion polls: some sampling problems Sampling in Internet research Chapter review Key terms Review questions Market research exercise Chapter 9: Measurement and scaling Learning objectives Introduction The four broad kinds of measurement scales Using scales to measure people s attitudes Measurement reliability and validity Chapter review Key terms Review questions Market research exercises Chapter 10: An introduction to questionnaire design Learning objectives Introduction Why we use questionnaires in surveys Why a questionnaire should be well designed Guidelines for developing questionnaires The ability of respondents to answer questions, and their willingness to answer Designing a questionnaire Types of questions used in questionnaires Chapter review Key terms Review questions Market research exercise Chapter 11: Question structure, pre-coding and pre-testing Learning objectives Introduction Problem words in questions Grammar and language style Types of questions to avoid Using scales Classification questions Pre-coding Using visual aids and other stimuli Designing a printed questionnaire Pre-testing a questionnaire A questionnaire checklist Chapter review Key terms Review questions Market research exercises Chapter 12: Planning and managing fieldwork Learning objectives Introduction The fieldwork process Errors in fieldwork Offering incentives to respondents Chapter review viii

5 Key terms Review questions Market research exercises PART 4: Analysing and reporting Chapter 13: Preparing survey data for analysis Learning objectives Introduction The process of data preparation Receiving the completed questionnaires Validating the questionnaires Checking and editing the questionnaires Coding open-ended responses Entering the data Verifying and cleaning the data Chapter review Key terms Review questions Market research exercise Chapter 14: Understanding and analysing statistical data Learning objectives Introduction Reasons for analysing survey data Options for analysing responses Chapter review Key terms Review questions Market research exercises Chapter 15: Reporting research Learning objectives Introduction The purpose of a report Characteristics of a successful report Appearance and presentation of the report Keeping the reader in mind Content of the report Selecting an appropriate writing style Tables and graphics Guidelines for readers of reports Presenting the findings orally Publishing the report Chapter review Key terms Review questions Market research exercises PART 5: Ethics Chapter 16: Ethical issues in market research Learning objectives Introduction What is ethics? Why questions of ethics arise in research The role of ethics in research Other ethical issues Australian privacy legislation How can we decide what is ethically correct? Rules and codes of ethics Ethics and the law courts Ethics and Internet market research Chapter review Key terms Review questions Market research exercises Glossary Index ix