Marketing Research: An Integrated Approach
By Alan Wilson
Pearson Education
Distributed by Trans-Atlantic Publications Inc.
April 2006
ISBN: 9780273694748 
408 Pages
$122.00 Paper Original
Description
This concise book places marketing research in the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than a backroom activity performed by statisticians.
The structure of this book closely follows the core elements of the MRS/CIM Marketing Research and Information Module, so will be ideal for those students studying towards these diplomas. This book is also ideal for those taking a short course in marketing research for the first time.
Contents
Foreword by the Chairman of The Market Research Society (MRS)
About MRS
Preface
Publisher’s acknowledgements
Chapter 1 The role of marketing research and customer information in decision making
Chapter 2 The marketing research process
Chapter 3 Secondary data and customer databases
Chapter 4 Collecting observation data
Chapter 5 Collecting and analysing qualitative data
Chapter 6 Collecting quantitative data
Chapter 7 Designing questionnaires
Chapter 8 Sampling methods
Chapter 9 Analysing quantitative data
Chapter 10 Presenting the research results
Marketing research in action: case histories
Case 1: Sony Ericsson -- understanding the mobile phone market
Case 2: AIR MILES -- researching advertising effectiveness
Case 3: The Metro newspaper media research -- understanding the readers
Case 4: Birmingham airport -- researching customer satisfaction
Case 5: Age Concern -- researching policy issues
Case 6: English rugby -- researching participation
Case 7: Glasgow Underground -- researching customer characteristics
Case 8: Allied Domecq -- researching lifestyles
Case 9: Dove -- researching beauty for a communications campaign
Case 10: Carlsberg-Tetley -- communicating research to the board
Current issues in marketing research Issue 1: Marketing research versus customer insight
Issue 2: Merging marketing research with customer databases
Issue 3: Declining response rates
Issue 4: Challenges of business-to-business research
Issue 5: Difficulties in achieving representative samples
Issue 6: Researching difficult minority groups
Issue 7: Multi-mode interviewing
Issue 8: Using technology to collect data
Issue 9: Clients going direct to respondents
Issue 10: International research
Appendix 1 Statistical tables
Appendix 2 QuickStart Guide to Snap
Glossary Index
Features· Logical structure followed in each chapter to provide easy navigation for the student including: opening vignettes, learning outcomes, key words, discussion questions and additional reading.
· Researcher/client quotes used from real life examples to reinforce some of the key messages in the book.
· Case studies from leading companies such as Sony Ericsson, Airmiles, Carlsberg-Tetley help students link the theory to business situations.
· Lecturer’s support package including an Instructor manual and lecture PowerPoint slides to save lecturers time.