دانلود کتاب Marketing research delivering customer insight

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Cover
Brief contents
long 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 DECISIONMAKING
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
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
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 questions
Additional reading
Websites
4 COLLECTING OBSERVATION DATA AND SOCIAL MEDIA LISTENING
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
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
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
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
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
Introduction
Analysis of qualitative data
Interpreting the data
Grounded theory: an academic approach
Summary
Review questions
Additional reading
10 ANALYSING QUANTITATIVE DATA
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
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