Tài liệu Essentials of Marketing Research ppt

. TONY PROCTOR Looking for a concise introduction to Market Research? Look no further. Tony Proctor’s Essentials of Marketing Research, 4e offers a streamlined, traditional introduction to all the major concepts of the field. He also discusses new developments, particularly in the areas of qualitative data analysis and marketing decision-support systems. Ideal for undergraduates studying marketing research for the first time, MBA students, and anyone who seeks a basic understanding of the topic, Essentials of Marketing Research, 4e, strikes an excellent balance between different topics. NEW TO THIS EDITION! • New case studies • Coverage of Internet databases and the use of the Internet • Increased references to journal articles T o access additional Learning Resources, including an Instructor’s Manual and Power Point Slides, visit www.pearsoned.co.uk/proctor_emr. Tony Proctor, MA, MPhil, Phd, DipM, has had many years experience in the marketing research industry and is Professor in Marketing at the Chester Business School. He has also authored several books and articles on marketing and management creativity. ESSENTIALS OF MARKETING RESEARCH www.pearson-books.com “The simplicity of Proctor’s book differentiates it from other offerings in the marketplace. Many of my overseas students really find it an easy book to access and its straightforward approach is the key here.” Nigel Culkin, The Business School, University of Hertfordshire “There are many books on Marketing Research, but they rarely cover qualitative data analysis so well. This is one of the key reasons why I chose Proctor as an essential text. I could not manage without this chapter.” Dr. Jane Hemsley-Brown, School of Management, University of Surrey ESSENTIALS OF MARKETING RESEARCH TONY PROCTOR FOURTH EDITION TONY PROCTOR FOURTH EDITION ESSENTIALS OF MARKETINGRESEARCH FOURTH EDITION an imprint of COVER PHOTOGRAPH: GANDEE VASAN/GETTY IMAGES 0273694944_COVER 6/16/05 10:49 AM Page 1 . Essentials of Marketing Research EOM_A01.qxd 6/23/05 10:34 AM Page i . We work with leading authors to develop the strongest educational materials in business, finance and 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 EOM_A01.qxd 6/23/05 10:34 AM Page ii . ESSENTIALS OF MARKETING RESEARCH FOURTH EDITION TONY PROCTOR PhD Professor in Marketing, Chester Business School EOM_A01.qxd 6/23/05 10:35 AM Page iii . 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 1997 Second edition 2000 Third edition 2003 Fourth edition published 2005 © Pearson Professional Limited 1997 © Pearson Education Limited 2000, 2005 The rights of Tony Proctor 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 0 273 69494 4 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 can be obtained from the Library of Congress 10987654321 10 09 08 07 06 05 Typeset in 10/12.5pt Palatino by 35 Printed by Ashford Colour Press Ltd., Gosport The publisher’s policy is to use paper manufactured from sustainable forests. EOM_A01.qxd 6/23/05 10:35 AM Page iv . Brief contents 1 Nature of marketing research 1 2 Planning the research project 42 3 Secondary data 68 4 Sampling 103 5 Surveys 136 6 Measurement and scaling 164 7 Questionnaires 188 8 Qualitative research 219 9 Observation and experiment 247 10 Quantitative data analysis 278 11 Qualitative data analysis 322 12 Evaluation, reports and presentation 348 13 Applied marketing research 383 14 Marketing research settings: business-to-business, services and internal marketing 430 15 Global marketing research 455 16 Marketing decision-support system 481 EOM_A01.qxd 6/23/05 10:35 AM Page v . Supporting resources Visit www.pearsoned.co.uk/proctor_emr to find valuable online resources For instructors • Complete, downloadable Instructor’s Manual • PowerPoint slides that can be downloaded and used as OHTs For more information please contact your local Pearson Education sales representative or visit www.pearsoned.co.uk/proctor_emr EOM_A01.qxd 6/23/05 10:35 AM Page vi . Full contents List of case studies xiv Preface xvii Acknowledgements xxi 1 Nature of marketing research 1 Introduction 3 Marketing research: a definition 3 Philosophy of science 4 Marketing research and decision making 7 Divisions of marketing research 9 Categories of applied marketing research 13 Marketing information systems 14 Types of data 16 Marketing research as part of marketing strategy 18 Deciding who should do the research 18 Assistance from outside research organisations 19 Evaluating proposals 22 Ethical considerations in marketing research 22 Researchers’ obligations to clients 25 Changing role of marketing research 27 Using the Internet for marketing research 29 Need for more creativity in research 29 Non-response as an issue in marketing research effectiveness 30 Summary 31 Questions 31 Case study 1.1 Lampelichter AG, Essen 32 Case study 1.2 Spirit of Magellan Enterprises 34 Case study 1.3 Rosine and Vera 35 Case study 1.4 The English Bear Company 37 Case study 1.5 21st-century market research 38 References and notes 40 Further reading 41 EOM_A01.qxd 6/23/05 10:35 AM Page vii . viii Full contents 2 Planning the research project 42 Introduction 44 Marketing problems 44 Deciding whether to undertake a research study 47 Uncertainty in decisions 48 Research plan 50 The proposal 55 Use of PERT in planning research 56 Summary 60 Questions 61 Case study 2.1 New Shoe Company 61 Case study 2.2 Cheri-Rose 62 Case study 2.3 Why researchers are so jittery 63 Case study 2.4 Tracking the railways 65 References and notes 66 Further reading 67 3 Secondary data 68 Introduction 70 Types of secondary data 70 Searching for external data 72 How secondary data can be used 78 Other general sources 80 International sources 82 Non-official sources of data 85 Professional organisations and libraries 88 Using secondary data in exploratory research 90 Online marketing research 93 Marketing research tools 94 Summary 94 Questions 94 Case study 3.1 Montres d’Occasion 95 Case study 3.2 The Web 95 Case study 3.3 Salaries 96 Case study 3.4 PowerUp Electricity plc 99 References and notes 101 Further reading 101 4 Sampling 103 Introduction 105 Census and samples 105 Sampling 106 Sampling frame 110 Sampling methods 111 Sampling in practice 122 EOM_A01.qxd 6/23/05 10:35 AM Page viii . Full contents Sample size 127 Summary 129 Questions 130 Case study 4.1 Research Consultants 130 Case study 4.2 Jerome’s department store 131 Case study 4.3 McBain’s fast food restaurant 131 Case study 4.4 Student research projects 132 References and notes 134 Further reading 134 5 Surveys 136 Introduction 138 Postal surveys 139 Personal interviews 143 Telephone surveys 145 Self-administered surveys 148 Panels 148 Syndicated research services 151 Omnibus studies 153 Interactive research 154 Summary 154 Questions 155 Case study 5.1 Central Training College (1) 155 Case study 5.2 Consumer Products 156 Case study 5.3 Liptonjuice (1) 157 Case study 5.4 Opinion polling faces new scrutiny 159 Case study 5.5 Volvo Car UK 160 References and notes 161 Further reading 162 6 Measurement and scaling 164 Introduction 166 Measurement 166 Scale types 169 Attitude measurement 172 Self-reporting methods 175 Methods for rating attributes 180 Summary 182 Questions 183 Case study 6.1 Summit Motors (1) 183 Case study 6.2 Barney’s Café 184 Case study 6.3 Liptonjuice (2) 184 Case study 6.4 Chinese imports 185 References and notes 186 Further reading 186 ix EOM_A01.qxd 6/23/05 10:35 AM Page ix [...]... research for marketing decisions’ to overcome the problems The term marketing research, of which market research is but one element, encompasses the full range of research and evaluation activities undertaken by marketing professionals to guide them in decision making, and it is marketing research that I address in this book There have been vast changes in marketing research, largely as a result of. .. Nature of marketing research Plan of Chapter 1 EOM_C01.qxd 6/23/05 10:35 AM Page 3 Marketing research: a definition 3 INTRODUCTION Marketing research aims to take some of the risk out of marketing decisions by providing information that can form part or the entire basis of decision making It is applicable to all aspects of marketing- mix decisions and should be an integral part of the process of formulating... Nature of marketing research Any definition of marketing research has to take account of the changing role of research in modern marketing Marketing research connects the consumer, the customer and the public to the marketer through the medium of information This information is used to distinguish and define marketing opportunities and threats or problems It is also used to create, improve and assess marketing. .. decisions This definition of marketing research underlines the role of research in all phases of marketing, assisting and guiding the marketing efforts of the organisation (see Figure 1.1) Marketing research involves more than studies of specific problems or specific situations, for it prevents problems arising in the first place There is a need for marketing research to be at the centre of decision making.3,... research • appreciate problems created by non-response in marketing research Keywords agencies conclusive research creativity customer research epistemology ethics in-house research market research ontology performance research preliminary research primary research quantitative research research proposal risk reduction secondary research 1 EOM_C01.qxd 6/23/05 10:35 AM Page 2 2 Chapter 1 • Nature of. .. to marketing decision making and planning • appreciate the major divisions of marketing research and how it is part of marketing strategy • recognise the role played by marketing research agencies and the kind of services they provide • understand the ethical issues involved in marketing research • understand how the Internet can be used in marketing research • appreciate the need for creativity in marketing. .. process of formulating marketing strategy Marketing research can help in a variety of studies and makes use of both primary and secondary data sources It can be conducted either in-house by a firm’s own staff or by outside marketing research companies that specialise in marketing research activities Outside research companies, or agencies, offer a wide range of services, ranging from off-the-peg studies... topics in marketing research: EOM_A01.qxd 6/23/05 10:35 AM Page xviii xviii Preface • Chapter 1 looks at the nature of, and the need for, marketing research An overview is given of the process of marketing research and the chapter concludes by looking at the role of agencies and at ethical issues • Chapter 2 pays attention to planning the research project and in particular to the use of PERT analysis... dimension of marketing research The chapter looks at a variety of tools and methods that can assist in the analysis of qualitative data • Chapter 12 discusses reports and their presentation Emphasis is placed on the use of information technology to help prepare and present good reports • Chapter 13 looks at a variety of examples of applied marketing research, including product research, segmentation research, ... product research, segmentation research, competition research and promotion research EOM_A01.qxd 6/23/05 10:35 AM Page xix Preface xix • Business-to-business marketing research, services research and research for internal marketing are the subject matter of Chapter 14 • Global marketing research is the subject matter of Chapter 15 • Chapter 16 discusses marketing decision support systems Among the most . School of Management, University of Surrey ESSENTIALS OF MARKETING RESEARCH TONY PROCTOR FOURTH EDITION TONY PROCTOR FOURTH EDITION ESSENTIALS OF MARKETINGRESEARCH. Philosophy of science 4 Marketing research and decision making 7 Divisions of marketing research 9 Categories of applied marketing research 13 Marketing information