027369474X_02_COVER.qxd 14/2/06 11:35 Page “I am impressed by the simplicity and clarity of this book The text stands out in its practicality and hands-on approach Alan Wilson brings his rich research experience to this well-written, concise book.” – Zhongqi Jin, Middlesex University Business School Marketing Research: An Integrated Approach, Second Edition is invaluable for anyone studying marketing research at a degree or diploma level and is prescribed reading for those students taking the joint module on Marketing Research and Information offered by the Chartered Institute of Marketing and The Market Research Society The book places research in the bigger picture of marketing and demonstrates how an understanding of marketing research is a key requirement of any effective marketing professional The text integrates the key concepts and techniques of marketing research with the management of customer information from databases, loyalty cards and customer files Marketing Research is written in a clear and accessible style using many examples, real-life case histories and discussions of current issues in marketing research and customer information management that makes it very suitable for supporting the delivery of single semester modules on marketing research New to this edition: • A CD incorporating a ‘demo’ version of SNAP comes FREE with the text SNAP is one of the leading fully-integrated survey software packages for questionnaire design, data collection and analysis The CD, combined with the QuickStart Guide printed in the text, will enable readers to practice how to produce and analyse short questionnaires Alan Wilson is Professor of Marketing at the University of Strathclyde Business School He is also Senior Examiner for the CIM / MRS joint module on Marketing Research and Information Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice He has written numerous articles on marketing research and has received a number of awards for his publications He regularly acts as a marketing and marketing research advisor to a number of public and private organisations He is also a full member of the Chartered Institute of Marketing, a Council member of The Market Research Society and he chairs the Society’s Professional Development Advisory Board To access valuable learning and teaching materials visit www.pearsoned.co.uk/wilson ISBN 0-273-69474-X 780273 694748 An imprint of Cover image © Photonica / Getty Images www.pearson-books.com Second Edition Alan Wilson Key features: • Links current marketing research techniques with real-life marketing research practice • Integrates marketing research with the rapidlydeveloping areas of customer information management, for example, loyalty cards, databases and customer records • Covers the newest developments within marketing research, for example, online research, multi-mode interviewing and falling response rates • Highlights how to brief and select marketing research suppliers • Provides chapter-by-chapter suggestions for further reading and websites MR2eA01.qxd 2/23/06 9:45 AM Page i Marketing Research MR2eA01.qxd 2/23/06 9:45 AM Page ii We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work To find out more about the complete range of our publishing, please visit us on the World Wide Web at: www.pearsoned.co.uk MR2eA01.qxd 2/23/06 9:45 AM Page iii Marketing Research An Integrated Approach Second Edition Alan Wilson Department of Marketing, University of Strathclyde MR2eA01.qxd 2/23/06 9:45 AM Page iv Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk First published 2003 Second edition 2006 © Pearson Education Limited 2003, 2006 The right of Alan Wilson to be identified as author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP All trademarks used herein are the property of their respective owners The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners ISBN-13: 978-0-273-69474-8 ISBN-10: 0-273-69474-X British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book is on file with the Library of Congress 10 10 09 08 07 06 Typeset in 10/12.5pt Sabon by 35 Printed by Ashford Colour Press Ltd., Gosport The publisher’s policy is to use paper manufactured from sustainable forests MR2eA01.qxd 2/23/06 9:45 AM Page v To my wife Sandra, son Duncan, and daughter Kirsty MR2eA01.qxd 2/23/06 9:45 AM Page vi MR2eA01.qxd 2/23/06 9:45 AM Page vii Contents Foreword by the Chairman of the Market Research Society (MRS) About MRS Preface The role of marketing research and customer information in decision making xii xiii xiv MTV – understanding the viewers Introduction An integrated approach Marketing research: a definition The customer database: a definition The marketing concept and the need for marketing information The information explosion The marketing research and database industry The professional bodies and associations in the marketing research industry Maintaining the distinction between marketing research and direct marketing Summary and an integrated approach Discussion questions Additional reading 2 11 12 15 17 17 18 The marketing research process 19 Eurostar – staying on the rails Introduction Stage 1: Identification of problems and opportunities Stage 2: Formulation of research needs/the 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 19 20 20 23 27 32 36 37 38 15 MR2eA01.qxd 2/23/06 9:45 AM Page viii viii Contents Stage 7: Preparation and presentation of research findings and recommendations Managing the client/agency relationship Ethics in marketing research Summary and an integrated approach Discussion questions Additional reading 38 39 39 50 50 51 Secondary data and customer databases 53 Wal-Mart’s data warehouse Introduction The uses, benefits and limitations of secondary data Sources of secondary data The customer database A database as a source of marketing intelligence Marketing decision support systems External secondary information Summary and an integrated approach Discussion questions Additional reading 53 54 54 59 60 66 68 69 84 85 85 Collecting observation data 87 London Underground – observing the service Introduction Observation research defined Categories of observation Specific observation methods Ethical issues in observation research Summary and an integrated approach Discussion questions Additional reading Collecting and analysing qualitative data Sizzle and Stir – researching a new concept Introduction Qualitative research defined Types of research most suited to qualitative research The individual depth interview Group discussions Projective techniques Technological developments in qualitative research Analysis of qualitative data Interpretation of the data Summary and an integrated approach Discussion questions Additional reading 87 89 89 90 92 99 100 100 101 103 103 104 105 105 107 110 119 123 124 128 129 130 131 MR2eA01.qxd 2/23/06 9:45 AM Page ix Contents Collecting quantitative data The National Readership Survey Introduction Quantitative research defined Survey methods Face-to-face survey methods Telephone interviews Self-administered and online surveys Omnibus surveys Hall tests Placement tests Simulated test markets Panels Summary and an integrated approach Discussion questions Additional reading Designing questionnaires The Target Group Index 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 and an integrated approach Discussion questions Additional reading Sampling methods Listening out for music 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 and an integrated approach Discussion questions Additional reading 133 133 134 135 135 135 140 143 149 151 151 152 154 157 158 158 161 161 162 163 164 166 182 186 187 188 189 189 190 190 193 193 196 196 197 198 198 199 208 212 217 218 218 ix MR2eD06.qxd 2/23/06 9:49 AM Page 424 424 Index hand-delivered self-administered surveys 143, 146 handouts (in oral presentations) 260 Harris see Taylor Nelson Sofres Harris Henley Centre 293 hidden observation 91, 99, 405 holecounts (frequency distributions) 227–8, 405 home-based group discussions 114 home audits 92 home interviews 137, 139, 213, 214, 327, 405 home testing 151–2 hotels and catering 95, 115–16, 146 HTML questionnaire 379, 381–3, 385–7 human observation 91 human rights legislation 41 ‘hunches’ 22 hypotheses/hypothesis-testing 127, 231–2, 235–7, 405 ICC 42, 356 ICG 16 implicit assumptions 184–6, 405 in-depth interviews see group discussions/group depth interviews; individual depth interviews; paired interviews in-home interviews 137, 139, 213, 214, 327, 405 in-store observation 89, 94 incentives 45, 93, 144, 156, 214, 326 Incepta Marketing Intelligence 81 incidence rate (sample size) 209 independent consultants 14 independent samples 232, 234–5, 405 independent variables 237 indexing systems (on Internet) 70, 71 individual depth interviews 104, 107–10, 301–2, 405 group discussions and 129 information 23 analysis in audience’s thinking sequence 256 collection 4, 108 communication/dissemination customer (decision-making role) 1–18 explosion 11–12, 405 gatherers (IGs) 301–3 integrated xiv–xv, 2–3 international 72–5, 76, 82–3 marketing 7–12 providers 12–14 see also data Infratest Burke 313 inkblot tests 119 innovation see new product development Insight On Site 285, 286 Institute of Practitioners in Advertising (IPA) 133 integrated services digital network (ISDN) technology 142 integration/integrated approach xiv–xv, 2–3, 17 Interbrew 311, 312 internal data 36, 59, 60, 69, 405 internal information providers 12, 13 internal marketing researchers 12, 27 International Chamber of Commerce 42, 356 International Code of Marketing and Social Research Practice 42, 356 international directories 72–5 international information 72–5, 76, 82–3 international projects/issues 27–8, 141, 185–6 international research 356–60 Internet 11, 12, 23, 37, 46 -based retailing 6, 67, 93–4, 207 chat rooms 123–4, 398 country information 75–6 data collection 348, 349–50 directories 72–5 newsgroups/bulletin boards 84, 207, 409 reports/presentations on 267 search engines 70–2, 93, 414 sources of information 69–84 URL 70 Web browser 70 Internet monitoring 93–4, 405–6 Internet panels 156, 208, 337, 406 Internet surveys 143, 147–9, 154–7, 207–8, 331, 337–8, 344–5, 346, 349–50, 357, 410 Snap 377–87 interquartile range 229, 230 interval data 226, 227, 229, 237, 406 interviewer error/bias 137, 140, 145, 215–16, 406 guide see topic lists/discussion guides recruitment/training 215–16, 327 skills 109–10, 327 Interviewer Quality Control Scheme (IQCS) 215–16, 406 interviews/interviewing 14, 44, 135–42 computer-assisted see CAPI; CATI; CATS length of 325, 327 multi-mode 344–7 validation of 216, 417–18 see also individual depth interviews; telephone interviews/surveys introductions 256, 257, 259 Ipsos-RSL 14, 133, 150, 324 IQCS 215–16, 406 Ireland 74, 77, 83 isolation (test markets) 153 Italy 74, 77, 83 itemised rating scales 171–2 ixquick 71 Japan 77 judgement (in mystery shopping) 96 judgement (of standard deviation) 211 judgement sampling 200, 206, 329–33, 406 ‘junk’ e-mails 147–8 Kantar Media Research Group 161 key-driver analysis 275 MR2eD06.qxd 2/23/06 9:49 AM Page 425 Index key accounts 330 key findings (oral presentation) 259 Key Note 14, 55, 79, 80 key points (research reports) 256, 260, 261 keying errors 216, 225 kiosk-based computer surveys 146, 346, 406 Knorr 103 Kolmogorov-Smirnov test 237 Kompass 72 Kraft Foods 351–2 Kruskal-Wallis test 237 labels (for scaling) 175–6 layout (of tables) 262 leading questions 184, 406 least squares approach 241–3, 407 legislation data protection 15, 39–41, 68, 402 human rights 41 leisure industry 95 letters, covering (postal surveys) 144 Levi Strauss 253–4 Lifestyle Database, CACI 62 lifestyle databases 62–3, 407 lifestyle studies 1, 13, 300–4 Likert, Renis 176, 407 Likert scale 176–8, 407 line graphs 229, 261, 264, 407 list compilers and brokers 12–13, 143, 407 lists 12–13, 143, 197, 198 literacy rates 186 loaded (leading) questions 184, 406 local knowledge/partners 356–60 location 108, 114, 136, 137, 140, 141, 145, 204–5, 302 London Underground/Transport for London 87–8, 91, 96 longitudinal research 34, 324, 407 see also panels/panel research loyalty schemes 3, 36, 61, 63, 92, 155, 198, 276–9 Lycos 71 Lyons Tetley 35, 153, 221–2 magazines 133–4, 253–4, 303 mailing lists 12–13, 143, 197, 198 Mailing Preference Scheme 68, 290 mall intercept interviews 138–9, 152, 416 Mann-Whitney U test 237 mannerisms (of researchers) 260 mapping brand 119, 121, 398 perceptual 248, 411 Market Research Committee 326 Market Research Development Fund 337 Market Research Society (MRS) 16, 141, 321, 406 Code of Conduct 15, 42–9 Conference 325 IQCS 215–16, 406 Prize Draws Guidance Note 45 Research Buyer’s Guide 28 symbol (on survey letters) 144 market segmentation 7, 10 marketing effectiveness (assessment) environment 8–9 information 7–12 marketing research and 3–4, 15, 17, 320–3 programme development 10 sugging 141 test 152–4, 221–2 marketing concept 7–9, 407 marketing decision support system (MDSS) 68–9, 407 marketing information information explosion 11–12 key roles/application of 9–11 limitations 12 need for 7–8 marketing research 407 database industry and 12–14 definition 3–4 direct marketing and 15, 17 marketing and 3–4, 15, 17, 320–3 naming/image 12, 317–19, 354 PR campaigns 325–6 process 19–51, 407 professional bodies/associations 15, 16 role (in decision-making) 1–18 sugging 141 marketing research reports 214, 407–8 common dangers 266–7 compilations of 78–82 format 256–8 on Internet 267 oral presentation 38, 258–61, 410 presentation of 253–68 recommendations 38, 256, 257, 266, 332–3 requirements 26 speed of production/communication 289–90, 334 tables/graphs 261–6 Markt Onderzoek Associatie 16 Martin Hamblin 353 mathematical differences 230, 231 MDSS 68–9, 407 mean (average value) 209–11, 226, 229, 235, 236–7, 408 measurement data (types) 225–7 measurement units 58 measures of central tendency 209–11, 229, 408 measures of dispersion 230, 408 mechanised observation 91, 408 media research 280–3 median 229, 408 memory 90, 98, 165 Mercator 188 MerlinPlus 188 methodology (oral presentation) 259 metric data 227, 229, 408 425 MR2eD06.qxd 2/23/06 9:49 AM Page 426 426 Index Metro (newspaper) 280–3 MI Pro 346 Microsoft 351, 353 Internet Explorer 70 PowerPoint 259, 267, 273 Project package 36 Millward Brown 79, 313 Mind Mapping 126 mini-depth interviews 108 minority groups 340–3 Mintel 14, 79–82 mirrors, one-way 94, 114 ‘missing value’ 225 misunderstandings 163, 182–3, 184, 358 mixed mode research 349 multi-mode interviewing 344–7 mobile phones 142, 271–5, 280–3 mock-ups 106, 119 modal effect 345 mode 225, 229, 408 modelling, analysis and (MDSS) 69 moderators 114, 117–18 monadic test 151 ‘Monitor, The’ (tracking study) monitoring 11, 97, 137, 140, 250 of copyright music 193–5 Internet 93–4, 405–6 MORI 292, 293, 294, 307 MOSAIC 5, 62 Mosaic Global 62 motivation 137, 327 motivational research 111 motor dealerships/motoring industry 95 Motorbus 150 mr Interview 348 MRS see Market Research Society MRSL 285 MSN Messenger 123–4 MTV 1–2 multi-mode interviewing 344–7 multi-stage sampling 133, 205, 408 multidimensional scaling 171, 248 multiple-choice questions 141, 168–70, 180, 187, 215, 224, 371, 408 multiple discriminant analysis 245, 408 multiple regression analysis 245, 408 multiple search engines 70, 71–2 multiple test 151 multivariate data analysis 237, 244–51, 408 music (performance) 193–5 mutually exclusive and exhaustive groups 202, 246–7 mutually exclusive responses 169 mystery shopping 47–8, 87–8, 91, 95–8, 408–9 names 64, 65, 204 national governments 76–8 National Library of Medicine 306 National Readership Survey 133–4, 280, 324 natural observation 90–1 Nebu 346, 348 needs (audience’s thinking sequence) 255 Nestlé 352, 354 Netherlands 74, 78, 83 Netscape Navigator 70 new product development 12, 105, 106, 129, 302, 303 see also product testing news sources 82–3 Newsdirectory 82 newsgroups/bulletin boards 84, 207, 409 Newspaper Publishers Association 133 newspaper 133–4, 169, 170, 280–3 Nielsen Media Research 79 see also ACNielsen no-shows (group discussions) 113 nominal data 225, 226, 227, 229, 409 non-commercial organisations 8, 95 non-comparative rating scales 172, 173 non-forced-choice scale 174, 175 non-metric data 227, 409 non-participant observation 91 non-probability sampling 200, 209, 335, 409 types of 205–8 non-response see refusals non-response errors 214, 409 non-sampling errors 213–17, 409 NOP 150, 322, 324–5, 327, 334 NOP Family 340–3 normal distribution 210–11, 362, 409 Norway 16, 78, 83 Norwegian Marketing Research Association 16 NUD*IST 127 null hypothesis 231–2, 233, 235–6, 409 numerical codes see coding NVivo 127 objective measurement 96 objectives 10 research 164–5, 258, 272 research brief 25–6 research proposal 30–1 observation 37, 38, 48, 409 categories of 90–1 contrived 90–1, 94, 400 data 87–101 definition 89–90 ethical issues 99 hidden 91, 99, 405 human 91 mechanised 91, 408 natural 90–1 non-participant 91 participant 91, 95, 98–9, 411 specific methods 92–9 structured 91, 416 unstructured 91 visible 91 MR2eD06.qxd 2/23/06 9:49 AM Page 427 Index offenders 340, 341–2 Office for National Statistics 324 omnibus surveys 149–50, 152, 278, 409 Omnimas 149 one-stage cluster sampling 204 one-way mirrors 94, 114, 409–10 one2one 325 online facilities see Internet online group discussions 123, 124, 410 online surveys see Internet surveys open-ended questions 142, 145, 166–8, 186, 187, 215, 225, 373–4, 410 Open Golf Championship (2005) 146 Opinion One 346 opportunities, identification of (MR process) 20–2 oral presentation 38, 258–61, 410 see also communication ordering of data items (in tables) 261–2 ordinal data 225–6, 227, 229, 237, 410 overkill 65–6 PAFs (Postcode Address Files) 64–5, 133 paired interviews 108–9, 410 paired mystery shoppers 97 pairwise (trade-off) approach 249–50 panels/panel research 34, 154–5, 221–2, 253–4, 280–3, 410 Internet 156, 208, 337, 406 participant observation 91, 95, 98–9, 411 participants see respondents/participants passwords (online surveys) 148 Pearson’s product moment correlation 238–9, 241, 411 Pegram Walters International 300 percentiles 230 perceptual mapping 248, 411 performance 11 Performing Right Society 193–5 Periodical Publishers Association 133 permission marketing 329 personal CVs 31 personal data 40–1, 43 personal interviewing see face-to-face interviews/surveys personalisation of communications of online surveys 148 PERT 412 photo sorts 121–2, 411 pictograms 229, 261, 264–6, 411 pictorial labels (scaling) 175–6 pie charts 229, 261, 262–3, 394–5, 411 piggybacking 145 pilot testing 107, 188–9, 211, 411 repeating 189 placement tests 151–2, 411 ‘pop-up’ surveys 207–8 population of interest 114, 189, 196, 197, 198, 209, 411 post-coded questions 167, 224 Post Office 62, 65 postal surveys 14, 143–6, 147, 157, 170, 187, 331, 411 advantages/disadvantages 145 covering letters 144 hand delivery of 143, 146 mailing lists 12–13, 143, 197, 198 refusal rates 214 Postcode Address Files 64–5, 133 postcodes 5–6, 62, 63, 205 see also geodemographic profiling pre-coded questions 167–8, 224 pre-contact (response rates) 143–4 pre-testing see pilot testing precision level 209, 210 prediction 67 predictive dialling 142 predictive role (information) 9–10 presentation 26, 31 of research results 253, 68 see also communication; marketing research reports; oral presentation primary data 37–8, 411–12 probability sampling 133, 199, 231, 412 difficulties in achieving representativeness 334–9 statistical methods to determine size 209–12 substitution 213 types of 200–5 problem definition 256, 257 problem identification (MR process) 20–2 product development 12, 105, 106, 129 product testing 138, 151–2, 221–2 see also test marketing professional bodies/associations 15, 16 professional codes of conduct 15, 17, 42–9, 99, 412 ‘professional group discussion participants’ 111–13 professionalism 29, 39 profilers/profiling 5–6, 7, 13, 62–3, 208, 412 programme evaluation and review technique (PERT) 412 programs see software project rationale (research brief) 25 projective questioning 119–20, 412 projective techniques 104, 115, 117, 119–23, 129, 412 proportionate stratified random sampling 203, 412 proportions determining sample size 209, 215–16 hypotheses about 235–6 proposal, research 29–31, 111, 413 psychiatry/psychology 110–11, 119 psychodrama 119 427 MR2eD06.qxd 2/23/06 9:49 AM Page 428 428 Index publishing surveys 377–87 PubMed 306 Pulse Train 346 purchase intent scales 180–1, 412 purposive (judgement) sampling 200, 206, 329–33, 406 QPSMR 188 QSR NUD*IST 127 QSR NVivo 127 qualitative project planning 36 qualitative research 13, 14, 37, 38, 46–7, 103–31, 258, 342, 412 analysis of 124–8 defined 105 group discussions 110–19 individual depth interviews 104, 107–10 interpretation of data 128 keeping original data 124 projective techniques 104, 115, 117, 119–23, 129, 412 quantitative research and 105, 129–30, 135 technological developments in 123–4 types of research suited to 105–7 use in questionnaire design 165 Qualitative Research Study Group 110 quality IQCS 215–16, 406 questionnaire production 188 quality control 28, 38, 43, 137, 140, 155, 215–16, 356, 406 Quancept 348 quantitative research 1, 13, 37, 38, 133–59, 307, 342, 413 analysis see statistical analysis data analysis 221–52 definition 135 qualitative research and 105, 129–30, 135 survey methods 121–42 see also surveys questionnaire design 161–91, 224, 281–2 customisation 142 process 163–89, 413 respondent errors 215 response rates 144, 145, 161 Snap 367, 369–76 questionnaires 14, 37, 44–6, 105, 162 design see questionnaire design form of data from 223–4 individual depth interviews and 107 layout and appearance 187–8 omnibus surveys 149, 150 online surveys 147, 148, 149 pilot testing 188–9 pre-reading of 145 pre-set templates (Snap) 375–6 publishing (Snap) 378–85 screening 111–13, 186, 199, 414 self-administered surveys 143, 144, 145, 161 sequencing 186–7 window modes 369–76 questions ambiguous 182–3, 184, 397 closed 168–70, 224, 399 dichotomous 168, 223, 224, 402 double-barrelled 183, 403 filter 185, 199 implicit assumptions 184–6 leading/loaded 184, 406 multiple-choice 141, 168, 169–70, 180, 187, 215, 224, 371, 408 open-ended 142, 145, 166–8, 186, 187, 215, 225, 373–4, 410 oral presentation 259 post-coded 167, 224 pre-coded 167–8, 224 projective 119–20, 412 response formats 166–82 scaling 96, 170–82, 187, 188, 224, 414 sensitive subjects 165, 186, 215, 340, 342, 345 topics 164–6 wording of 182–6 quota sample/sampling 186, 200, 206–7, 208, 334, 344, 413 R2 243–4 random digit dialling 199, 201 random sampling see probability sampling range 229, 230, 413 rank-order scales 173, 175, 225 rapport 109, 117, 186, 215 rating scales 96, 249 labelling/pictorial representation 175–6 number of positions 175 see also scaling questions ratio data 226–7, 229, 237, 413 recommendations 38, 256, 257, 259, 266, 332–3 recorded music 193–5 recruitment/selection 97, 105, 111–14, 153, 154–5, 156, 215–16, 327 reference list (in reports) 258 refusals 214 rates 112, 141, 165, 180, 209, 214, 331 see also response rates regional differences (research) 356–60 regression 237–8, 241–4, 413 rehearsal (of presentation) 261 related samples 232, 413 reliability 97, 413 of scales 181–2 see also accuracy reminders 144 replicability 135 reply-paid envelopes 144, 214 reports see marketing research reports MR2eD06.qxd 2/23/06 9:49 AM Page 429 Index research conclusive 32, 33–6 cross-sectional 34, 400–1 customer satisfaction 95, 142, 237, 261–2, 284–7 descriptive 32, 33–4, 35, 402 design 32–6 experimental 35, 403 exploratory 32, 33, 105–6, 129, 164, 165, 206, 403 findings 38, 48–9, 256, 258 methods 26, 32–6, 256, 257 needs (formulation) 23–4 objectives 164–5, 258, 272 provider/agency (selection) 27–32 subjects see respondents/participants techniques (for non-research purposes) 48 types of 32–6 research brief 24–6, 413 Research International 14 research project (design) 42–4 research proposals 29–31, 111, 413 research reports see marketing research reports researcher/client relationship 39, 335–6, 337–8 respect 3, 15, 255 respondent errors 214–15, 413 Respondent Interviewer Interface Committee (RIIC) 327, 328 respondents/participants 327–33 anonymity 43 behaviour 90, 110, 154, 155, 214–15 bias 145 characteristics 165–6 clients going direct to 351–5 communicating with 44 convenience 145 ethical issues see ethics homework 301 information given to 326–7 non-availability 214 number/types 57 recontacting 216, 327 recruitment of 105, 111–14, 153, 154–5, 156, 161 refusal rates 112, 141, 155 reinterviewing 43–4 respecting 3, 15 rights 39–41, 43–4, 99 substitution 214 see also group discussions/group depth interviews; response rates; samples/sampling response categories 169–70, 224 response formats 166–82 response rates 143–4, 146, 161, 170, 187 bias 145, 334–5 declining 324–8 sample size and 209 see also refusals restaurants 146 retail audits 92, 154 retailing/retail sector 95 retrieval/search (computerised) 128 Reuters 306 RIIC 327, 328 role playing 119, 122–3, 414 Rorschach inkblot test 119 rotation, factor 246 round tea bags 35, 153, 221–2 Royal Bank of Scotland 318–19, 320, 321, 322 RS Consulting 356, 357, 358 Rugby Football Union (RFU) 292–5 Russia 78 Saga 321 samples/sampling 38, 273, 329–30, 414 achieving representative 334–9 independence of elements 212 independent 232, 234–5, 405 method (choosing) 199–208 population size and 212 process 196–217 procedure (implementation) 212–17 related 232, 413 size 98, 105, 135, 208–12, 232, 266 see also sampling methods sampling errors 199, 202–3, 205, 208, 209, 210, 211–12, 231, 232, 414 sampling frame 198–9 sampling frame errors 198–9, 213, 414 sampling methods 193–219 area sampling 204–5, 213, 397 cluster 200, 203–5, 209, 399 convenience 200, 205–6, 207, 400 Internet/e-mail surveys 207–8 judgement 200, 206, 329–33, 406 multi-stage 133, 205, 408 non-probability 200, 205–8, 209, 335, 409 probability see probability sampling quota 186, 200, 206–7, 208, 334, 344, 413 simple random 200–1, 209, 415 snowball 200, 207, 415 stratified random 200, 202–3, 206, 209, 416 systematic 200, 201–2, 205, 416 scales/scaling questions 96, 170–82, 187, 188, 224, 414 scanner-based research 92–3, 414 scanning 224 scatter diagrams 237–8, 241–2, 247 scheduling see timing scheduling tools/techniques 36 score (in data mining) 67 screening questionnaire 111–13, 186, 199, 414 Sea France search/retrieval (computerised) 128 Search Engine Watch 72 search engines 70–2, 93, 414 429 MR2eD06.qxd 2/23/06 9:49 AM Page 430 430 Index Searchability 72 secondary data 36–7, 258, 414 benefits of 54–5 estimating standard deviation 211 evaluation 57–9 external 69–84 limitations of 56–9 sources of 59–60, 69–84 uses of 54–9 validation 64–5 security cameras 94 selection/recruitment 97, 105, 111–14, 153, 154–5, 156, 215–16, 327 self-administered surveys 135, 152, 157, 161, 167, 170, 187, 189, 414 fax surveys 143, 146 kiosk-based computer surveys 146, 346, 406 online surveys 147–9 postal 143–6 refusals 214 self-esteem 306 self-selection 58, 208 semantic differential scale 178–9, 180, 414–15 sensitive issues 165, 186, 215, 340, 342, 345 sentence completion 119, 122, 129, 415 sequencing questions 186–7 shelf impact testing (stand-out equipment) 94, 416 shopping accompanied 110, 397 mystery 47–8, 87–8, 91, 95–8, 408–9 signed rank test 237 significance, statistical 230–2 simple cluster sampling 204 simple random sampling 200–1, 209, 415 simple regression analysis 241–3 simulated test markets 152–4, 415 single search engines 70–1 skip pattern/interval 186–7, 188, 201–2, 216 Smith, David 81 SMS (text messaging) 280, 282 SMUF 16 Snap 149, 188, 224, 228 QuickStart Guide 365–95 snowball sampling 200, 207, 415 social desirability bias 90, 215 software content analysis 127, 400 deduplication 65–6 fieldwork 348–50 MDSS 68–9 MSN Messenger 123–4 multi-mode interviewing 344–7 for presentations 259, 260, 266–7 questionnaire design 188, 224 random number generation 199, 201 spreadsheets 223–4, 228 statistical 223, 228, 266–7 text analysis/theory building 127–8 TV viewing measurement 93 validation by 64–5 Sony Ericsson 271–5 Sony Walkman 12 source (data in tables) 262 spacing (in questionnaires) 187–8 Spain 74, 78 spam 147–8, 207 Spearman’s rank-order correlation 239–41, 415 specialist service agencies 13, 14, 415 spider-type diagrams 125, 126, 415 split-half reliability 181–2, 415 sponsorship 57, 120, 150 sport research 292–5 SPSS 149, 228, 346 stacked bar chart 264, 265 stand-out equipment 94, 416 standard deviation 203, 209, 210–11, 226, 229, 230, 362, 416 Standard Industrial Classification 63 standardisation 98 stapel scale 179–80, 416 statistical analysis 135, 170, 223, 229–51 presentation of 266–7 tabulation and 225–30 statistical methods 209–12, 335–6 statistical significance 230–2, 416 statistical tables 362–4 status/experience 117–18 stimulation 141 stimulus material 115, 118–19, 133, 136, 416 see also projective techniques store testing 152–4 story boards 119, 416 StrategyOne 305, 306, 309 Strathclyde Passenger Transport 296–9 stratified random sampling 200, 202–3, 209, 416 quota sampling and 206 street interviews 138–9, 152, 416 strength of association 243–4 structured observation 91, 416 subgroups (sample size) 209 sugging 141 substitution 214 summary tables 225 Sun Life of Canada 321 Super Profiles 62 Surveycraft 348 SurveyPaks 374–5 surveys creation (Snap) 368 face-to-face methods see face-to-face interviews/surveys hall tests 108, 138, 151, 405 multi-mode 344–7 observation and 90, 98 omnibus 149–50, 152, 278, 409 panels see panels/panel research placement tests 151–2, 411 MR2eD06.qxd 2/23/06 9:49 AM Page 431 Index self-administered see self-administered surveys simulated test markets 152–4, 415 telephone interviews see telephone interviews/surveys Sweden 16, 74, 83 Swedish Market Research Society 16 syndicated research 14 SYNTEC 16 system requirements (Snap) 366 systematic sampling 200, 201–2, 205, 416 t test 226, 232, 235, 236–7, 416 t values/distribution 364 tab shops (data analysis services) 14 table of contents 256, 257 tables 416 in research reports 261–2, 266 in Snap 395 statistical 362–4 tabular method of analysis 125, 417 tabulation 223, 225, 227–9 cross-tabulation 228–9, 234, 273, 392–3, 401 Target Group Index 79, 161, 280 target groups 79, 149, 161, 280 target market 7, 10 target population see population of interest Taylor Nelson Sofres 14, 79, 149, 272–4, 313 Superpanel 92, 156 Taylor Nelson Sofres Harris 296, 297 tea bags 35, 153, 221–2 technology (data collection) 348–50 Telebus 150 telemarketing 141 telephone directories 73, 213 Telephone Directories on the Web 73 telephone interviews/surveys 14, 140–2, 157, 272–3, 417 call-backs 214 computer-assisted see CATI; CATS random digit dialling 199, 201 timing 214 Telescope 290 television advertising 93, 140 television viewing measurement 1, 93, 417 templates (in Snap) 375–6 Teoma 71 Tesco 79, 322 test-retest reliability 181, 417 test marketing 152–4, 221–2 testing databases and 66–7 goodness of fit 233–5 placement tests 151–2, 411 see also pilot testing; product testing; test marketing Tetley 35, 153, 221–2 text analysis/theory building software 127–8, 417 text messaging 280–3 Thematic Apperception Test (TAT) 119 therapy 110–11 third-party techniques (projective questioning) 119–20, 412 Thomas Cook 22 timing of group discussions 114, 115 length of interviews 108 length of presentations 266 online surveys 148 oral presentation 261 research 23, 26, 31 response to postal surveys 145 scheduling tools/techniques 36 simulated test markets 153 survey interviews 214 title (of tables) 261 title page (reports) 256, 257 TNS see Taylor Nelson Sofres topic lists/discussion guides 84, 107, 108, 115–16, 257, 258, 417 tracking 1, 7, 92, 232 of brands 271–5, 327 see also audits trade-off (pairwise) approach 249–50 trade associations 28 traffic counts 91 training 97–8, 215–16, 327 transcripts 124–5 transparency 40, 332 transport 19, 87–8, 91, 95, 96, 296–9 AIR MILES 276–9 airports 139, 284–7 hand-delivered surveys 143, 146 travel industry 95, 356–7 tree segmentation approach 67 trend charts 273 triangulation 11–12, 417 trust 39, 215 two-stage cluster sampling 204 Type I/Type II errors 232, 417 unbalanced scales 174–5 underground railway systems 87–8, 91, 96, 296–9 underkill 65–6 understanding 117, 128, 260, 266 audience’s thinking sequence 254–6 see also communication unidimensional scaling 171 uniform resource locator (URL) 70 Unilever 103, 352, 354 United Nations 76, 82 universe see population of interest unstructured observation 91 unstructured questions see open-ended questions Urban Life project 280 USA 78 utilities sector 95 431 MR2eD06.qxd 2/23/06 9:49 AM Page 432 432 Index validation 64–5, 223 of interviews 216, 417–18 validity 418 construct 182, 399–400 content 182, 400 discriminant 182, 402 of scales 182 see also reliability Van den Bergh 317, 352, 353, 354 variance-explained percentages 246 variance analysis (ANOVA) 237, 397 variety (questionnaire design) 188 Viacom video conferencing 123, 260, 418 video recording 108, 114 viewing rooms 94, 114, 418 visible observation 91 visual prompts 260, 267 Visual QSL 188 Vivisimo 72 VMÖ 16 volunteered data 61–2 Voxco 348 Web.de-Deutschland im Internet 71 web hosting sites 149 web surveys see Internet surveys Webeditor 273 WebMiriad 273, 274 weighting 217, 246, 344, 418 wholesale audits 92 Wilcoxon signed rank test 237 women (perception of beauty) 305–9 word association tests 119, 120, 129, 418 workshops business-to-business research 332 see also group discussions/group depth interviews World Bank 76 world wide web see Internet written documents (formats) 25–6, 29–31, 38, 256–8 Wal-Mart 53, 79 Walkman 12 web see Internet Z test 232, 235–6, 237, 418 Z values 210–12, 235–6, 362 Zurich Insurance 292, 293, 294, 295 Yahoo! 70, 71 young people 253–4, 340–3 Youth Panel (at Levi Strauss) 253–4 MR2eD06.qxd 2/23/06 9:49 AM Page 433 MR2eD06.qxd 2/23/06 9:49 AM Page 434 MR2eD06.qxd 2/23/06 9:49 AM Page 435 MR2eD06.qxd 2/23/06 9:49 AM Page 436 MR2eD06.qxd 2/23/06 9:49 AM Page 437 MR2eD07.qxd 2/23/06 9:50 AM Page 438 License Agreement and Limited Warranty The software is distributed on an ‘as is’ basis, without warranty Neither the authors, the software developers nor Pearson Education Limited make any representation, or warranty, either express or implied, with respect to the software programs, their quality, accuracy, or fitness for a specific purpose Therefore, neither the authors, the software developers, nor Pearson Education Limited shall have any liability to you or any other person or entity with respect to any liability, loss or damage caused or alleged to have been caused directly or indirectly by the programs contained on the media This includes, but is not limited to, interruption of service, loss of data, loss of classroom time, loss of consulting or anticipatory profits, or consequential damages from the use of these programs If the media itself is defective, you may return it for a replacement Use of this software is subject to the Binary Code License terms and conditions at the back of this book Read the licenses carefully By opening this package, you are agreeing to be bound by the terms and conditions of these licenses If you not agree, not open the package Please refer to end-user license agreements for further details ... for marketing research may now be split between the managing of a database and marketing research These interrelationships between customer databases and marketing research mean that many organisations... The marketing research and database industry Marketing research and customer database information can either be produced by employees internal to an organisation or can be outsourced from an external... society or bank branch, rather than using direct channels such as the Internet The company pension is an important provision MR2eC01.qxd 2/23/06 9:53 AM Page 6 The role of marketing research and customer