Please use this identifier to cite or link to this item: http://dspace.uniten.edu.my/jspui/handle/123456789/15728
Title: A concise guide to market research: the process, data, and methods using IBM SPSS statistics. 2nd Edition.
Other Titles: Springer Texts in Business and Economics.
Authors: Marko Sarstedt, Erik Mooi. 
Keywords: Marketing.
Issue Date: 2014
Publisher: Springer
Abstract: Charmin is a 70-year-old brand of toilet paper that made Procter & Gamble a key player in the US toilet paper market. In Germany, however, Charmin was unknown to consumers, something Procter & Gamble decided to change in the early 2000s. Acknowledging that European consumers have different needs and wants than their US counterparts, the company conducted massive market research efforts with hundreds of potential customers. The research included focus group interviews, observational studies, and large-scale surveys. These revealed considerable differences in usage habits. For example, 60% of Germans also use toilet paper to clean their noses, 8% to remove make-up, 7% to clean mirrors, and 3% to clean their childrens’ faces. Further research led Procter & Gamble to believe that the optimal tissue color is blue/yellow and that the package needed to be cubic. Advertising tests showed that the Charmin bear worked well, giving the product an emotional appeal. In the end, Procter & Gamble launched Charmin successfully in an already saturated market. In order to gain useful consumer insights, which allowed the company to optimize the product and position it successfully in the market, Procter & Gamble had to plan a market research process. This process included asking market research question(s), collecting data, and analyzing these using quantitative methods. This book provides an introduction to the skills necessary for conducting or commissioning such market research projects. It is written for two audiences: – Undergraduate as well as postgraduate students in business and market research, and – Practitioners wishing to know more about market research, or those who need a practical, yet theoretically sound, reference. If you search for market(ing) research books on Google or Amazon, you will find that there is no shortage of such books. However, this book differs in many important ways: – This book is a bridge between the theory of conducting quantitative research and its execution, using the market research process as a framework. We discuss market research, starting with identifying the research question, designing the data collection process, collecting, and describing data. We also introduce essential data analysis techniques, and the basics of communicating the results, including a discussion on ethics. Each chapter on quantitative methods describes key theoretical choices and how these are executed in IBM SPSS Statistics. Unlike most other books, we do not discuss theory or SPSS, but link the two. – This is a book for non-technical readers! All chapters are written in an accessible and comprehensive way so that non-technical readers can also easily grasp the data analysis methods that are introduced. Each chapter on research methods includes examples to help the reader get a hands-on feel for the technique. Each chapter concludes with an illustrated real-life case, demonstrating the application of a quantitative method. We also provide additional real-life cases, including datasets, thus allowing readers to practice what they have learnt. Other pedagogical features such as key words, examples, and end-of-chapter questions support the contents. – This book is concise, focusing on the most important aspects that a market researcher, or manager interpreting market research, should know. – Many chapters provide links to further readings and other websites. Mobile tags in the text allow readers to quickly browse related web content using a mobile device (see section How to Use Mobile Tags). This unique merger of offline and online content offers readers a broad spectrum of additional and readily accessible information. A comprehensive Web Appendix with further analysis techniques, datasets, video files, and case studies is included.
URI: http://dspace.uniten.edu.my/jspui/handle/123456789/15728
Appears in Collections:UNITEN Energy Collection

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