There has been much confusion about what marketing research and market research are. Marketing research has often been called market research. Many authors have been worried about the terminology, and they have even called their books different names like ‘research for marketing decision’ in other to overcome the problem. In this book the subject matter is referred to as marketing research. This book provides an introduction to the abilities necessary for conducting or commissioning such marketing research projects. It’s written for two target groups or audiences:
Undergraduate, HND in addition as postgraduate students in business and marketing research, and Practitioners wishing to understand more about marketing research, or people who need a practical, yet theoretically sound, reference.
Inhaltsverzeichnis (Table of Contents)
- Preface
- About the Author
- CHAPTER 1: DESCRIPTION OF MARKETING RESEARCH.
- OBJECTIVES
- MARKETING RESEARCH AND DECISION-MAKING
- APPORTIONMENT OF MARKETNG RESEARCH
- CUSTOMER OR MARKET RESEARCH..
- Limitations of Marketing Research.
- CHAPTER 2: THE PHASES OF THE MARKET RESERACH PROCESS
- OBJECTIVES
- Phase 1. Identify and define the opportunity or threat
- Phase 2. Determine the objectives of the research...
- Phase 3. Design the research and the methods to be used
- Phase 4: Collect the data
- Phase 5: Analyze the data......
- Phase 6: Report on the finding
- Chapter 3: RESEARCH BRIEFS AND PROPOSALS
- OBJECTIVES
- RESEARCH BRIEFS.
- RESEARCH PROPOSALS
- CHAPTER 4: ORIGINS OF RESEARCH INFORMATION.
- OBJECTIVES
- Primary Sources
- Secondary Sources.
- LIBRARIES AND PROFESSIONAL ORGANISATIONS
- Information sources for statistics
- CHAPTER 5: RESEARCH DESIGN
- OBJECTIVES
- EXPLORATORY RESEARCH
- Descriptive Research.......
- CHAPTER 6: SAMPLING
- OBJECTIVES
- Key element involved in devising a sampling plan
- THE SAMPLING FRAME
- SAMPLING METHODS
- SAMPLING IN PRACTICE
- THE SIZE OF THE SAMPLE.
- CHAPTER 7: SURVEYS
- OBJECTIVES
- Postal surveys
- PERSONAL INTERVIEWS
- Telephone Surveys......
- SELF-ADMINISTERED SURVEYS
- PANELS
- SYNDICATED RESEARCH SERVICES
- OMNIBUS STUDIES.
- INTERACTIVE RESEARCH
- CHAPTER 8: QUESTIONNAIRES.
- OBJECTIVES
- STRUCTURE OF THE QUESTIONNAIRE.
- Impact of survey method on questionnaire design ....
- STAGES IN THE DEVELOPMENT OF A QUESTIONNAIRE
- QUESTIONNAIRE DESIGN AND CONSTRUCTION..
- BIASED WORDS AND LEADING OR LOADED QUESTIONS.
- Computer-assisted questionnaires
- INTRODUCING A QUESTIONNAIRE.
- RELIABILITY AND VALIDITY IN QUESTIONNAIRE DESIGN
- CHAPTER 9: QUALITATIVE RESEARCH
- OBJECTIVES
- FOCUS GROUPS.
- OTHER GROUP RESEARCH METHODS.
- Industrial focus groups....
- Other Qualitative Research Methods
- CASE STUDIES...
- Case study 1. Shopping Centre Project.
- Case Study 2: XY Motors
- Case Study 3: The EB Company.
- REFERENCES
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This book provides a comprehensive introduction to the field of marketing research, specifically geared toward tertiary students, business professionals, and marketing practitioners. The primary objective is to equip readers with the necessary knowledge and skills to conduct or commission effective marketing research projects. Key themes explored throughout the book include:- The role of marketing research in decision-making
- The phases of the marketing research process
- Research design, including exploratory and descriptive research
- Sampling methodologies, including probability and non-probability sampling
- Data collection techniques, such as surveys, questionnaires, and qualitative research
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Description of Marketing Research. This chapter introduces the concept of marketing research and its crucial role in informed decision-making. It delves into various types of data and the diverse applications of marketing research.
- Chapter 2: The Phases of the Market Research Process. This chapter outlines the sequential steps involved in conducting a comprehensive marketing research project. From identifying opportunities or threats to data collection and analysis, this chapter provides a systematic framework for understanding the research process.
- Chapter 3: Research Briefs and Proposals. This chapter examines the structure and content of both research briefs and proposals, essential documents for outlining the scope and objectives of a marketing research project.
- Chapter 4: Origins of Research Information. This chapter explores primary and secondary sources of research information, including libraries, professional organizations, and statistical resources. It guides readers on how to systematically collect and analyze information from these diverse sources.
- Chapter 5: Research Design. This chapter focuses on different research design types and sub-types, including exploratory and descriptive research. It also delves into the ethical considerations that are crucial in research.
- Chapter 6: Sampling. This chapter discusses the various methods for selecting a representative sample from a target population. It explores key elements involved in devising a sampling plan, probability and non-probability sampling methods, and techniques for minimizing sampling errors.
- Chapter 7: Surveys. This chapter examines different survey approaches, including postal surveys, personal interviews, telephone surveys, self-administered questionnaires, and panel studies. It also explores the use of syndicated research services and omnibus studies.
- Chapter 8: Questionnaires. This chapter delves into the construction of questionnaires, emphasizing principles of design, testing, and debugging. It explores the impact of different survey methods on questionnaire design, potential biases, and the importance of reliability and validity in questionnaire design.
- Chapter 9: Qualitative Research. This chapter explores the nature and uses of focus groups, discussing potential misuses and techniques for moderating group discussions. It also examines other qualitative research methods, including case studies.
Schlüsselwörter (Keywords)
The book focuses on a range of key concepts and topics central to marketing research, including market research, decision-making, research process, research design, sampling methods, survey techniques, questionnaires, qualitative research, and data analysis. The book also highlights the importance of ethical considerations throughout the research process.
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- Alfred Owusu (Author), 2020, Marketing Research. A Guidebook for Tertiary Students, Munich, GRIN Verlag, https://www.grin.com/document/931207
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