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Marketing Research: Planning, Process, Practice [Minkštas viršelis]

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  • Formatas: Paperback / softback, 432 pages, aukštis x plotis: 246x189 mm, weight: 940 g
  • Išleidimo metai: 13-Dec-2017
  • Leidėjas: Sage Publications Ltd
  • ISBN-10: 1446294366
  • ISBN-13: 9781446294369
Kitos knygos pagal šią temą:
Marketing Research: Planning, Process, PracticeDidesnis paveikslėlis
  • Formatas: Paperback / softback, 432 pages, aukštis x plotis: 246x189 mm, weight: 940 g
  • Išleidimo metai: 13-Dec-2017
  • Leidėjas: Sage Publications Ltd
  • ISBN-10: 1446294366
  • ISBN-13: 9781446294369
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781446294369.html
Raktažodžiai:
Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.

The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research.

To aid students in their research project, each chapter features a collection of learning features, such as:
  • Case studies and international real-world examples
  • Ethics boxes – Highlighting ethical implications in research projects
  • Advanced boxes – Signaling more challenging topics students can return to after they have mastered the basics
  • Activity boxes – Encouraging students to understand how what they have learned applies to their own experiences

The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, multiple choice questions, free online exercise links, and additional materials and discussion guides for Case Study & Additional Reading sections.

Suitable reading for students who are undertaking a marketing research project.



Outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.

Recenzijos

Marketing Research offers clear guidance for undergraduate and Masters students wishing to undertake a marketing research project. Written in a lively and informative manner and covering both qualitative and quantitative designs, the book supports the student throughout the entire research process from setting up and planning to reporting the findings. -- Mark Saunders This textbook offers a fresh perspective on marketing research by using an easy-to-understand language and a wide range of pertinent cases and examples to convey complex concepts. An essential read for every student embarking on the adventures of a research journey! -- George Christodoulides

About the Authors xv
Online Resources xvi
Part I Setting Up Marketing Research
1(88)
1 Introduction: Adding Value with Marketing Research
3(28)
Introduction
4(1)
Complexity: Breaking Down Research into Manageable Bites
5(1)
Understanding World Issues
6(3)
Marketing Research Today
9(1)
Marketing and Marketing Research
10(1)
`Inward-Looking' Orientations
11(2)
`Outward-Looking' Orientations
13(2)
Technology
15(1)
Marketing Information System (MLS)
15(1)
`Big Data'
16(1)
Maximising Data Collection: The Internet and Other Sources
17(2)
Maximising Analysis: Marketing Dashboard
19(1)
Academic (Basic) and Practitioner (Applied) Research
20(1)
Generating Organisational Value
21(1)
A Career in Marketing Research
21(3)
Chapter Summary
24(2)
End of
Chapter Questions
26(1)
Checklist
26(1)
Further Reading
27(1)
Bibliography
27(4)
2 Identifying Marketing-Related (Business) Issues
31(26)
Introduction
32(1)
Choosing a Topic
33(1)
What About Your Career Prospects?
33(1)
The Business Environment
34(4)
Marketing-Related Investigation
38(5)
Research utile Marketing Topics
43(3)
Getting Started with Research
46(1)
Preparing a Research Proposal
46(2)
The Marketing Research System
48(3)
Chapter Summary
51(2)
End of
Chapter Questions
53(1)
Checklist
53(1)
Further Reading
53(1)
Bibliography
54(3)
3 Secondary Research: Facts and Theory
57(32)
Introduction
58(1)
Secondary Research
59(1)
Secondary Data Sources
60(6)
Advantages and Disadvantages of Secondary Data
66(2)
The Process of Secondary Research
68(1)
Criticality in Secondary Research
69(2)
Mapping Out Knowledge
71(1)
Joining `Funnels'
72(1)
The Content of Literature Reviews
72(1)
The Value of an Introduction
73(1)
Industries and Competition
74(1)
Theoretical Frameworks
75(2)
The Conclusion
77(1)
More Tips for Secondary Research
77(2)
Chapter Summary
79(3)
End of
Chapter Questions
82(1)
Checklist
82(1)
Further Reading
83(1)
Bibliography
83(6)
Part II Planning Marketing Research
89(80)
4 Conceptualising Research: From Secondary to Primary Research
91(24)
Introduction
92(1)
Looking at the World
93(1)
The Nature of Being (Ontology)
94(2)
Generating Knowledge (Epistemology)
96(2)
Theory and Marketing Research
98(2)
Conceptualisation: From Secondary to Primary Research
100(1)
Approaches to Research in Marketing
101(3)
Abductive Reasoning
104(1)
Generating Compelling Research Questions
105(2)
Articulating Research Objectives
107(1)
Chapter Summary
108(2)
End of
Chapter Questions
110(1)
Checklist
110(1)
Further Reading
110(1)
Bibliography
111(4)
5 Marketing Research Designs
115(26)
Introduction
Resources, Commitment and Contribution
117(3)
Symmetry in Marketing Research
120(1)
Recognising Limitations
121(1)
Organising Research Projects
122(2)
Research Designs
124(9)
Answering Research Questions
133(1)
Implementing Marketing Research
134(1)
Chapter Summary
135(2)
End of
Chapter Questions
137(1)
Checklist
137(1)
Further Reading
137(1)
Bibliography
138(3)
6 Sampling
141(28)
Introduction
142(1)
Who Are We Researching?
143(1)
Identifying the Population of Interest
143(2)
Drawing a Sample from a Target Population
145(7)
Cross-Sectional Versus Longitudinal Studies
152(1)
Non-probability Methods
153(4)
Probability Methods
157(4)
Sampling Error
161(1)
Chapter Summary
162(2)
End of
Chapter Questions
164(1)
Checklist
165(1)
Further Reading
165(1)
Bibliography
165(4)
Part III Qualitative Research in Marketing
169(106)
7 Qualitative Research Methods: Elements of a Good Design
171(24)
Introduction
172(2)
What is Qualitative Research?
174(1)
Qualitative Research in Marketing: A Chequered History
175(2)
The Market Research Context
177(1)
Philosophical Assumptions and the Researcher's Toolbox
178(4)
Strategies of Enquiry
182(1)
Research Methods for Data Gathering
183(2)
Understanding the Key Principles Underpinning Qualitative Research: Validity and Reliability
185(2)
Determining the Research Design
187(1)
Quality in Qualitative Research
187(2)
Chapter Summary
189(1)
End of
Chapter Questions
190(1)
Checklist
191(1)
Further Reading
191(1)
Bibliography
192(3)
8 Determining a Robust Qualitative Research Approach: Reviewing the Methodological and Data-Gathering Options
195(26)
Introduction
196(1)
Approaches to Qualitative Methods
197(5)
Qualitative Data-Gathering Techniques
202(11)
Matching Methods and Research Techniques
213(2)
Chapter Summary
215(1)
End of
Chapter Questions
216(1)
Checklist
216(1)
Further Reading
217(1)
Bibliography
217(4)
9 The Merits of Mixed Design Research Methodology: Illustration through Action Research and Case Studies
221(24)
Introduction
222(1)
What are Mixed Designs?
223(6)
Importance of Visual Representation
229(1)
Action Research: A Primary Candidate for Mixed-Design Methodology
230(5)
Introduction to Case Studies: Separating the Unique from the General
235(4)
Chapter Summary
239(2)
End of
Chapter Questions
241(1)
Checklist
241(1)
Further Reading
241(1)
Bibliography
242(3)
10 From Theory to Practice: Illustrating the Qualitative Research Process
245(30)
Introduction
246(1)
Conceptualisation
247(4)
How to Conceptualise a Research Problem/Opportunity
251(2)
How to Provide a Theoretical Framework that Matches the Research Problem/Opportunity at Hand
253(1)
Illustration of the Theoretical Investigation Stage
254(1)
How to Construct a Methodological Framework that Matches the Problem/Opportunity Being Studied
255(1)
How to Undertake a Qualitative Analysis that Matches the Problem/Opportunity Under Study
256(2)
Special Cases in Qualitative Research Analysis
258(1)
Guarding Against Unwarranted Influences
259(1)
Determining a Convergence Among the Analytical Orientations
259(5)
What Software to Use for my Qualitative Analysis
264(2)
How to Write a Qualitative Report
266(2)
Chapter Summary
268(1)
End of
Chapter Questions
269(1)
Checklist
270(1)
Further Reading
270(1)
Bibliography
270(5)
Part IV Quantitative Research in Marketing
275(106)
11 Hypothesis Building and Testing
277(22)
Introduction
278(2)
What is a Hypothesis?
280(1)
When to Develop a Hypothesis in Research
281(1)
Hypothesis, Research Objectives and Research Variables
282(1)
Types of Hypothesis Formulation
283(2)
Forms of Research Hypotheses
285(1)
Defining Key Parameters in Hypothesis Testing
286(1)
Hypothesis-Testing Procedures
287(3)
Making Hypothesis-Testing Decisions
290(4)
Chapter Summary
294(2)
End of
Chapter Questions
296(1)
Checklist
296(1)
Further Reading
296(1)
Bibliography
297(2)
12 Quantitative Research Methodology
299(26)
Introduction
300(2)
What is Quantitative Research?
302(1)
Quantitative Research Designs
303(5)
Quantitative Research Methods
308(1)
Survey Research
308(1)
Experimental Research
309(1)
Quantitative Observations
310(4)
Survey Research Method: An Example
314(6)
Chapter Summary
320(2)
End of
Chapter Questions
322(1)
Checklist
322(1)
Further Reading
322(1)
Bibliography
323(2)
13 Questionnaire Design and Data Preparation for Analysis
325(24)
Introduction
326(1)
Questionnaire Design
327(1)
Questionnaire Organisation
328(1)
Level of Structure
328(1)
Open-Ended Versus Closed-Ended Questions
329(1)
Types of Research Variables
330(2)
Important Considerations in Questionnaire Development
332(1)
Measurement Instruments and Techniques
333(1)
Selecting Measurement Scales
334(6)
Data Preparation and Organisation
340(5)
Chapter Summary
345(1)
End of
Chapter Questions
346(1)
Checklist
347(1)
Further Reading
347(1)
Bibliography
347(2)
14 Data Analysis Using Descriptive and Inferential Statistics
349(32)
Introduction
350(1)
Using Univariate Statistics to Summarise the Data
351(9)
Inferential Statistics
360(3)
Parametric Analysis Methods
363(1)
Analysis of Difference-Based Hypotheses
363(4)
Analysis of Relationship-Based Hypotheses
367(1)
Explaining Variance and Determining Best Predictors
368(2)
Non-Parametric Analysis Techniques
370(4)
Hypothesis Testing and Data Analysis Interpretations
374(1)
Chapter Summary
375(2)
End of
Chapter Questions
377(1)
Checklist
377(1)
Further Reading
377(1)
Bibliography
378(3)
Part V Reporting Marketing Research
381(23)
15 Discussing Findings, Drawing Recommendations and Conclusions: Writing the Research Report
383(21)
Introduction
384(1)
Discussing Research Findings: Dos and Don'ts
385(3)
Validity and Reliability in Research
388(1)
Establishing Research Value
389(1)
Research Conclusions, Implications and Contributions
390(2)
Research Limitations
392(1)
Future Research: The Way Forward
393(2)
Presenting the Research in Writing: The Research Report
395(1)
Research Outline Structure: An Example
396(3)
Presenting the Research Verbally
399(1)
Chapter Summary
400(2)
End of
Chapter Questions
402(1)
Checklist
402(1)
Further Reading
402(91)
Bibliography
403(1)
Index 404
Riccardo is a Member of the Chartered Institute of Marketing (MCIM) and a Fellow of the Higher Education Academy (HEA). He has over twenty years of experience gained across multiple sectors and in marketing, sales and commercial roles for international organisations, leading and managing teams of professionals. In 2008, he founded Managing Expectations to provide a vehicle for market research, consulting and training. At the same time, he has been involved in teaching and supervising undergraduate and post-graduate students on a number of subjects including marketing and business research.

He conducted and commissioned several research projects in fields as far apart as beverages and professional services, including presenting findings on qualitative and quantitative investigations into the cruise industry in the UK and luxury retailing in China. Riccardo is passionate about ethical and sustainable marketing, and believes in helping organisations create value for the economy, society and the environment.

Marwa Gad Mohsen is an experienced scholar and researcher with a background in industry. At the start of her career, she worked as a practitioner for many years through contributing in various roles in Egyptian-EU funded programs, supporting and upgrading SMEs in various sectors. Marwa then embarked upon her academic career in the UK. Over years, she contributed to research and teaching at UK and international institutions. Marwa is an Associate Professor of Marketing and Founding Faculty at Prince Mohammad Bin Salman College of Business and Entrepreneurship (MBSC) in KSA. Marwa is a Fellow of HEA (UK) and a Global Fellow of Babson College (USA). She holds a PhD in Marketing from Warwick Business School (UK) and MBA in Marketing & International Business from the American University in Cairo (Egypt). Marwa is published in many outstanding international journals including the Journal of Marketing Management, Journal of Services Marketing, and Advances in Consumer Research

Dr Chahid Fourali (IoE, UCL) has backgrounds in psychology, education and marketing and has published in all three areas. He led the consultation with the UK Government to set up the Marketing and Sales Standards Setting Body, which he then led for eight years, as well as, the development of three sets of world-class national occupational standards (in Marketing, Sales and Social Marketing) that were supported by many internationally recognized marketing/business gurus. These standards are now the basis for all nationally recognized qualifications in the UK in the three professional areas. Dr Fourali is Senior Lecturer in Management at the London Metropolitan Business School and is examiner/subject expert for Cambridge University and University of Hertfordshire. He achieved Fellowship or professional membership status from several international organisations including FRSA, FCIM and BABCP. His recent book Social Marketing: A Powerful Tool for Changing the World for Good received very encouraging reviews including being selected for one of the Levitt Group 5 Great Minds events organized by the Chartered Institute of Marketing.