Efnisyfirlit

• Title page
• Imprint page
• Contents
• Preface
• Acknowledgements
• Chapter 1: Perspectives on marketing research
• Introduction
• The need for marketing information
• The key roles of marketing research
• Definition and scope of marketing research
• Definition of marketing research
• Basic research versus applied research
• Scientific method of marketing research
• Factors contributing to the development of marketing research
• The characteristics of good research
• The value and limitations of marketing research
• When is marketing research necessary?
• Marketing research in perspective
• Relationship between marketing research and marketing information
• Marketing research and decision making
• Contributions of marketing research to the decision-making process
• Marketing information systems (MIS)
• The value of marketing information
• Objectives of marketing information systems
• Types of marketing information systems
• Components of an MIS
• The marketing decision support system
• Internal and external research
• Summary
• Endnotes
• Chapter 2: Research ethics
• Introduction
• Why ethical research is important
• Codes and policies for research ethics
• Principles of research ethics
• Ethical behaviour of the researcher
• Rights of the research sponsor or client
• Obligations of the research sponsor or client
• Ethical treatment of participants
• Strategies to ensure ethical issues are addressed appropriately
• Stakeholder analysis
• Informed consent and anonymity
• Objectivity
• Code of conduct
• Summary
• Endnotes
• Chapter 3: Overview of the marketing research process
• Introduction
• The distinction between preliminary and formal marketing research
• Preliminary marketing research
• Formal marketing research
• The marketing research process
• Define the problem
• Identify the research objectives
• Determine the research design
• Collect the secondary data
• Select the primary data collection method
• Design the questionnaire
• Design the sample plan
• Conduct the investigation (fieldwork)
• Prepare and process the primary data
• Analyse the primary data
• Interpret the results and compile the research report
• Concluding comments on the marketing research process
• Summary
• Endnotes
• Chapter 4: Problem definition and research objectives
• Introduction
• The marketing problem
• Identify the decision-making situation
• Define the marketing problem
• Problem audit
• Background analysis
• Translate the marketing problem into a research problem
• Research hypothesis
• Research objectives
• Summary
• Endnotes
• Chapter 5: Research design and proposal
• Introduction
• Research design
• Qualitative research
• Quantitative research
• Mixed method research
• Research objective classification
• Exploratory research design
• Conclusive research design
• Descriptive studies
• Causal studies
• Choosing a research design
• Planning the research project
• How to draft a research plan
• Identify the data requirements and determine the sources
• Identify the data sources
• Determine the method of data collection
• Identify the research measurement instruments
• Design the sample plan
• Identify the methods of data analysis
• Schedule the research project
• Budget for the research project
• Research proposal
• How to draft a research proposal
• An example of a research proposal
• Decision on the project
• Summary
• Endnotes
• Chapter 6: Collection of secondary data
• Introduction
• Secondary data
• Advantages and disadvantages of secondary data
• Types of secondary data
• Syndicated data
• Pooled data
• Other published sources of secondary data
• Databases
• Evaluation of secondary data
• Online computer searches
• Browsing
• Search engines
• Subject directories
• Mailing lists
• Virtual reference libraries and bookshops
• Social media
• Evaluating secondary data accessed on the web
• Summary
• Endnotes
• Chapter 7: Collecting primary data: qualitative techniques
• Introduction
• Primary data collection
• Qualitative and quantitative research
• Choosing the method for data collection
• Qualitative research
• Focus group interviews
• In-depth interviews
• Projective techniques
• Limitations of projective techniques
• Limitations associated with qualitative research
• Concluding comments on qualitative research
• Summary
• Endnotes
• Chapter 8: Collecting primary data: quantitative techniques
• Introduction
• The survey method
• Characteristics of the survey method
• Limitations of the survey method
• Survey errors
• Sampling error
• Systematic errors (non-sampling errors)
• Data collection using the survey method
• Personal interviews
• Telephone interviews
• Mail surveys
• Using web-based (internet) surveys
• Choosing the appropriate survey method
• The observation method
• Use of the observation method
• Advantages and disadvantages of the observation method
• Observation techniques
• The objects and phenomena that can be observed
• Volume and variety of data that can be collected by observation
• Objectivity and reliability of observed data
• The experimental method
• Important terms in respect of experimentation
• Variables
• Treatments
• Test units (test groups)
• Validity of experimental data
• External validity
• Internal validity
• Summary
• Endnotes
• Chapter 9: Measurement and questionnaire design
• Introduction
• Measurement and scaling
• Levels of measurement
• Nominal scale
• Ordinal scale
• Interval scale
• Ratio scale
• Scaling techniques
• Comparative scaling techniques
• Paired comparison scale
• Rank order scaling
• Constant sum scaling
• Q-sort scaling
• Non-comparative scaling techniques
• Graphic (or continuous) rating scales
• Itemised rating scales
• Multidimensional scaling
• Selecting measuring scales
• Questionnaires
• Questionnaire design
• Specify the information needed
• Specify the type of questionnaire and method of administration
• Question content
• Question/response format
• Structured questions with structured responses
• Structured questions with unstructured responses
• Question phrasing
• Question sequence
• Physical characteristics and layout of questionnaire
• Check everything and revise if necessary
• Pre-testing of the questionnaire
• Summary
• Endnotes
• Chapter 10: Designing the sample plan
• Introduction
• Sampling
• Sampling versus census
• Basic concepts
• The steps in the sampling process
• Defining the population
• Identifying the sampling frame
• Shortcomings of sample frames
• Various types of sample frames
• Selecting the sampling methods
• Non-probability sampling methods
• Probability sampling methods
• Determining the sample size
• Sample error
• Sample size
• Methods of determining sample size
• Statistical calculation of sample size
• Selecting the sample elements
• Gathering data from designated elements
• Summary
• Endnotes
• Chapter 11: Conducting the investigation
• Introduction
• Planning the fieldwork
• Questionnaire and subject
• Sample design
• Fieldworkers
• Preparing for the fieldwork
• Selecting, training and controlling interviewers
• Recruitment and selection of fieldworkers
• Training of fieldworkers
• Evaluation and control of interviewers
• Using a third party for fieldwork
• Briefing the third party
• Agreeing on procedures
• Briefing interviewers
• Survey errors
• Web-based data collection
• Summary
• Endnotes
• Chapter 12: Preparation and processing of primary data
• Introduction
• Validation of data
• Check-backs
• Review the questionnaire and the interviewing instructions
• Evaluate the reputation of the interviewers
• Editing
• Field editing
• Central office editing
• Editing criteria
• Handling unsatisfactory questionnaires
• Coding
• Steps in coding
• Capturing of data
• Capturing data in MS Excel
• Sources of data
• Web-based questionnaires and database data
• Reading raw data into an analysis package
• Verification and cleaning of data
• Checking for errors
• Missing values
• Recoding
• Labelling of data
• Storing of data
• Summary
• Endnotes
• Chapter 13: Exploratory data analysis and hypothesis testing
• Introduction
• The data analysis cycle
• Variable types
• Measurement scales
• Validation of the measuring instrument
• Constructs
• Testing validity
• Testing reliability
• Creation of new variables
• Computing factor-based scores
• Descriptive statistics
• Distributions
• Tables and graphic presentation of data
• Graphic presentation of data
• Exploratory analysis
• A clustered bar chart or cross-tabulation
• Hypothesis or significance testing
• Steps in hypothesis testing
• The difference between one-sided and two-sided tests
• Summary
• Endnotes
• Chapter 14: Analysis of relationships with statistical techniques
• Introduction
• Dependent versus independent variable
• Assumptions of the statistical techniques
• Testing for normality
• Homogeneity (equality) of variances
• Parametric statistical techniques versus non-parametricstatistical techniques
• Sample size considerations
• Sample size for different types of statistical analyses
• Choosing a statistical technique
• Application of various statistical techniques
• The Chi-square test
• McNemar’s test
• One-way analysis of variance (ANOVA)
• The paired T-test
• The independent T-test
• Correlation
• Regression analysis
• Methods for determining a structure in multivariate data
• Factor analysis
• Cluster analysis
• Multidimensional scaling
• Decision trees
• More advanced modelling methods
• Summary
• Endnotes
• Chapter 15: The research report
• Introduction
• Interpretation and generalisation of research results
• Interpretation
• Generalisation
• The research report
• The format of the research report
• Introductory section of the research report
• Main contents of the research report
• Appendix parts
• Guidelines for writing research reports
• Guidelines for submitting data in the form of an oral research report
• Summary
• Endnotes
• Index