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• Cover
• Title Page
• Advertisement
• Contents
• List of figures
• List of tables
• List of case histories
• Foreword
• Preface
• Acknowledgements
• Guided tour
• Careers in MR videos
• 1. THE ROLE OF MARKETING RESEARCH AND CUSTOMER INFORMATION IN DECISION-MAKING
• What you will learn Author video overview Keywords
• Introduction
• The marketing concept and the need for marketing information
• Turning information into customer insight
• The information explosion and big data
• An integrated approach
• What is marketing research?
• What are customer databases?
• What is user-generated content?
• Maintaining the distinction between marketing research and direct marketing
• The marketing research and database industries
• The professional bodies and associations in the marketing research industry
• Summary Review questions Additional reading
• 2. THE MARKETING RESEARCH PROCESS
• What you will learn Author video overview Keywords
• Introduction
• Stage 1: identification of problems and opportunities
• Stage 2: formulation of research needs/research brief
• Stage 3a: selection of research provider/agency
• Stage 3b: creation of research design/choice of research method
• Stage 4: collection of secondary data
• Stage 5: collection of primary data
• Stage 6: analysis of data
• Stage 7: preparation and presentation of research findings and recommendations
• Managing the client/agency relationship
• Ethics in marketing research
• Summary Review questions Additional reading
• 3. SECONDARY DATA, CUSTOMER DATABASES AND BIG DATA ANALYTICS
• What you will learn Author video overview Keywords
• Introduction
• The value of secondary data
• Sources of secondary data
• The customer database
• Using databases for marketing intelligence
• Database software
• Big data analytics
• External secondary information
• Summary Review questionsAdditional reading Websites
• 4. COLLECTING OBSERVATION DATA AND SOCIAL MEDIA LISTENING
• What you will learn Author video overview Keywords
• Introduction
• What is observation research?
• Categories of observation
• Specific observation methods
• Ethical issues in observation research
• Summary Review questions Additional reading
• 5. COLLECTING QUALITATIVE DATA
• What you will learn Author video overview Keywords
• Introduction
• What is qualitative research?
• Types of research most suited to qualitative research
• Forms of qualitative research
• Group discussions/focus groups
• Projective techniques
• Depth interviews versus group discussions
• Technological developments in qualitative research
• Summary Review questions Additional reading
• 6. COLLECTING QUANTITATIVE DATA
• What you will learn Author video overview Keywords
• Introduction
• What is quantitative research?
• Interviewer-administered methods
• Telephone interviewing
• Self-administered surveys
• Selecting survey methods
• Quantitative experimentation methods
• Summary Review questions Additional reading
• 7. DESIGNING QUESTIONNAIRES
• What you will learn Author video overview Keywords
• Introduction
• The questionnaire design process
• Step 1: develop question topics
• Step 2: select question and response formats
• Step 3: select wording
• Step 4: determine sequence
• Step 5: design layout and appearance
• Step 6: pilot test
• Step 7: undertake survey
• Summary Review questions Additional reading
• 8. SAMPLING METHODS
• What you will learn Author video overview Keywords
• Introduction
• The sampling process
• Step 1: define the population of interest
• Step 2: determine whether to sample or census
• Step 3: select the sampling frame
• Step 4: choose a sampling method
• Step 5: determine sample size
• Step 6: implement the sampling procedure
• Summary Review questions Additional reading
• 9. ANALYSING QUALITATIVE DATA
• What you will learn Author video overview Keywords
• Introduction
• Analysis of qualitative data
• Interpreting the data
• Grounded theory: an academic approach
• Summary Review questions Additional reading
• 10. ANALYSING QUANTITATIVE DATA
• What you will learn Author video overview Keywords
• Introduction
• Coding
• Data entry
• Tabulation and statistical analysis
• Statistical significance
• Testing goodness of fit: chi-square
• Hypotheses about means and proportions
• Measuring relationships: correlation and regression
• Multivariate data analysis
• Summary Review questions Additional reading Useful websites
• 11. PRESENTING THE RESEARCH RESULTS
• What you will learn Author video overview Keywords
• Introduction
• Understanding the audience
• Common dangers in the reporting and presentation of results
• The marketing research report format
• The oral presentation format
• Delivering remote presentations
• Data visualisation
• The future: delivering customer insight through EFM
• Summary Review questions Additional reading Useful websites
• Marketing research in action: case histories
• Case 1: McDonald’s – the role of customer insight
• Case 2: Lynx – launching a new brand
• Case 3: Disney – researching children
• Case 4: Transport for London – using data to improve the service
• Case 5: Alibaba – a growing data warehouse
• Case 6: Gü – establishing a community for research
• Case 7: Vodafone – telephone insight
• Case 8: Malta and MTV – researching attitudes
• Case 9: Macmillan Cancer Support – advertising research
• Case 10: Dove – researching beauty for a communications campaign
• Appendix
• Glossary
• Index
• eCopyright