MARKET RESEARCH IN PRACTICE SERIES -- Publisher 's note -- Contents -- The Market Research Society -- The editorial board -- CONSULTANT EDITORS -- ADVISORY MEMBERS -- Preface -- Introduction -- WHO NEEDS MARKET RESEARCH? -- NEW ROLES FOR MARKET RESEARCH -- THE EFFECT OF REGIONAL CULTURE ON THE USE OF MARKET RESEARCH -- THE USE OF MARKET RESEARCH IN BUSINESS MODELS AND FRAMEWORKS -- CONSUMER AND BUSINESS -TO -BUSINESS MARKET RESEARCH -- THE SCOPE OF MARKET RESEARCH INFORMATION -- QUANTITATIVE AND QUALITATIVE RESEARCH -- THE MARKET RESEARCH PROCESS -- THE ORGANIZATION OF MARKET RESEARCH -- SUMMARY -- Market research design -- HOW IDEAS ARISE FOR MARKET RESEARCH -- MARKET RESEARCH SUPPLIERS -- THE MARKET RESEARCH BRIEF -A STATEMENT OF THE PROBLEM -- THE MARKET RESEARCH PROPOSAL -THE RETURN OF BRIEF (ROB) -- THE INFORMATION REQUIRED -- THE ACCURACY -- THE BUDGET -- THE TIMETABLE -- WHAT TO EXPECT IN A PROPOSAL (RETURN OF BRIEF) -- The introduction -- The objectives -- The methods -- Timing and costs -- SUMMARY -- Desk research -- WHY REINVENT THE WHEEL? -- RESOURCES -- SOURCES OF SOURCES -THE HIGH LEVEL VIEW -- INDUSTRY EXPERTS -- THE INTERNET -- ONLINE DATABASES AND MARKET DATA -- COMPANY DATA -- GOVERNMENT STATISTICS -- TRADE AND INDUSTRY BODIES -- MARKET RESEARCH REPORTS -- THE PRESS -- DIRECTORIES -- THE RANGE OF INFORMATION AVAILABLE FROM DESK RESEARCH -- The marketing environment -- Market structure and size -- Suppliers and brands -- DISTRIBUTION AND RETAILING -- Products -- PLANNING,RECORDING AND EVALUATING DESK RESEARCH -- THE LIMITS OF DESK RESEARCH -- SUMMARY -- Focus groups -- THE FOCUS GROUP -- The people -- Commonality of experience and interest -- Depth of information -- The topic for discussion -- WHEN TO USE FOCUS GROUPS -- AREAS OF SPECIAL CONSIDERATION -- Culture -- Sensitivity of the focus topic.

The effect of the group hierarchy -- Difficulties with disclosure -- Match of moderator -- PLANNING AND RECRUITING GROUPS -- NUMBER OF GROUPS -- VENUES OF GROUPS -- GETTING RESPONDENTS TO ATTEND -- THE GROUP MODERATOR -- TOOLS OF THE GROUP MODERATOR -- SUMMARY -- Depth interviewing -- WHY USE DEPTH INTERVIEWS -- DEPTH INTERVIEWS IN MARKET RESEARCH DESIGN -- HOW MANY DEPTH INTERVIEWS ARE NEEDED? -- THE ROLE OF THE TELEPHONE IN DEPTH INTERVIEWING -- WINNING COOPERATION FOR THE INTERVIEW -- THE PRINCIPLES OF INTERVIEWING -- THE INTERVIEW ITSELF -- THE LINE OF QUESTIONING -- DEVELOPING THE DISCUSSION GUIDE FOR THE INTERVIEW -- PROBES AND PROMPTS -- SUMMARY -- Observation -- OBSERVATION -A RESEARCH METHOD YOU CAN BELIEVE -- WHEN TO USE OBSERVATION -- THE AUDIT -A MAJOR APPLICATION FOR OBSERVATION -- OBSERVATION IN SHOPPING SURVEYS -- OBSERVATION IN PRODUCT RESEARCH -- OBSERVATION IN POSTER CHECKS -- OBSERVATION IN CHECKING TELEVISION VIEWING -- SETTING UP OBSERVATION PROGRAMMES -- REPORTING OBSERVATIONAL DATA -- SUMMARY -- Sampling and statistics -- THE PRINCIPLES OF SAMPLING -- RANDOM SAMPLING IN CONSUMER MARKETS -- CHOOSING THE SIZE OF THE SAMPLE -- SAMPLING ERROR -- RANDOM SAMPLING AND NON -RESPONSE -- QUOTA SAMPLES -- SAMPLING IN BUSINESS -TO -BUSINESS MARKETS -- USING STATISTICS TO DERIVE IMPORTANCE OF FACTORS -- USING STATISTICS TO ARRIVE AT NEEDS -BASED SEGMENTATIONS -- SUMMARY -- Questionnaire design -- WHAT IS SO DIFFICULT ABOUT DESIGNING A QUESTIONNAIRE? -- THE ROLE OF THE QUESTIONNAIRE -- THE DIFFERENT TYPES OF QUESTIONNAIRE -- THE DIFFERENT TYPES OF QUESTIONS -- BEHAVIOURAL QUESTIONS -- ATTITUDINAL QUESTIONS -- Verbal rating scales -- Numerical rating scales -- The use of adjectives -- The use of positioning statements -- Ranking questions -- CLASSIFICATION QUESTIONS -- Gender -- Marital status -- Socio -economic grade (SEG).

Industrial occupation -- Number of employees -- Location -- THREE STEPS IN QUESTIONNAIRE DESIGN -- Formulating the questions -- Good Grub Restaurant -Customer Satisfaction Survey -- Ensure that questions are without bias -- Make the questions as simple as possible -- Make the questions very specific -- Avoid jargon or shorthand -- Steer clear of sophisticated or uncommon words -- Avoid questions with a negative in them -- Do not use words that could be misheard -- Do not ask questions that are outside the frame of reference of the respondent -- Use response bands -- Ensure that fixed responses do not overlap -- Allow for 'others 'in fixed response questions -- Arranging the questionnaire layout -- Piloting the questionnaire -- SPECIAL QUESTIONNAIRES -CONJOINT ANALYSIS -- TRADE -OFF GRIDS (SIMALTO -SIMULATED MULTI-ATTRIBUTE LEVEL TRADE -OFF) -- SUMMARY -- Face -to -face interviewing -- ADVANTAGES OF FACE -TO -FACE INTERVIEWS -- Better explanations -- Depth -- Legitimacy -- Greater accuracy -- DISADVANTAGES OF FACE -TO -FACE INTERVIEWS -- Organization -- Cost -- STREET INTERVIEWS -- HOUSEHOLD INTERVIEWS -- QUESTIONNAIRE DESIGN -- RESPONSE RATES TO SURVEYS -AN INDUSTRY PROBLEM -- HALL TESTS (MALL INTERCEPTS) -- SUMMARY -- Telephone interviewing -- WHY INTERVIEW BY TELEPHONE? -- CATI -COMPUTER ASSISTED TELEPHONE INTERVIEWING -- THE ART OF TELEPHONE INTERVIEWING - CARRYING OUT A SUCCESSFUL INTERVIEW -- The introduction -beating back the 'brush -off ' -- The interview -keep the interest going -- The close -- SOME LIMITATIONS OF TELEPHONE INTERVIEWS -- SUMMARY -- Self-completion questionnaires -- THE UBIQUITOUS SELF -COMPLETION QUESTIONNAIRE -- WHEN TO USE AND WHEN NOT TO USE SELF -COMPLETION QUESTIONNAIRES -- IMPORTANT ASPECTS IN SELF - COMPLETION QUESTIONNAIRE DESIGN -- The importance of the introductory letter.

Golden rules for writing good cover letters -- Question types,wording and sequencing -- Golden rules for writing good self -completion questionnaires -- Enhancing the appearance of the questionnaire -- RECOMMENDATIONS FOR PRACTICE -- Pre -testing and piloting postal surveys -- Project management and administration - planning,costing,timetabling -- Boosting response rates -- Interest -- Keeping it brief -- Anonymity -- Advance publicity -- Second mailings -- Incentives -- SUMMARY -- E-surveys -- A NEW RESEARCH TOOL IN THE KIT BAG -- COLLECTING INFORMATION FROM A WEB SITE -- SENDING OUT E -BASED SURVEYS -- CONJOINT ONLINE -- E -FOCUS GROUPS -- USING THE NET TO POSE QUESTIONS -- SUMMARY -- Data analysis -- THE ANALYSIS OF CLOSED QUESTIONS -- DATA ANALYSIS OF OPEN -ENDED QUESTIONS -- ANALYSIS OF NUMERICAL RESPONSES -- MULTIVARIATE ANALYSIS -- QUALITATIVE DATA ANALYSIS -- SUMMARY -- Reporting -- COMMON RULES FOR BOTH WRITTEN REPORTS AND PRESENTATIONS -- Know your audience -- Get the structure right -- Writing,checking and editing -- Make it look good -- Some hints when window dressing the report -- REPORTING QUALITATIVE DATA -- Summary points when presenting qualitative data -- REPORTING QUANTITATIVE DATA -- Using charts -- The pie chart -- The spider chart -- The bar chart -- Using graphs -- Using tables -- Using flow diagrams -- DRAWING CONCLUSIONS -- MAKING A PRESENTATION -- Preparation pointers for a good performance -- Performance on the day -- SUMMARY -- Appendix:The Market Research Society Code of Conduct -- INTRODUCTION -- The Market Research Society -- The purpose of the 'Code of Conduct ' -- The purpose of guidelines -- Relationship with data protection legislation -- Data protection definitions -- Exemption for research purposes -- Code definitions -- PRINCIPLES -- RULES -- A.Conditions of Membership and Professional Responsibilities.

General responsibilities -- Working practices -- Responsibilities to other members -- Responsibilities of clients to agencies -- Confidential survey research and other activities -- Scope of code -- Disciplinary action -- B.ICC/ESOMAR Code of Marketing and Social Research Practice -- General -- The rights of respondents -- The professional responsibilities of researchers -- Mutual rights and responsibilities of researchers and clients -- NOTES -- How the ICC/ESOMAR International Code Marketing and Social Research Practice should be Applied -- The rights of respondents -- The professional responsibilities of researchers -- The mutual rights and responsibilities of researchers and clients -- CODELINE -- How to use Codeline -- Notes -- CHAPTER 1 -- CHAPTER 2 -- CHAPTER 6 -- CHAPTER 7 -- CHAPTER 12 -- CHAPTER 13 -- APPENDIX -- Bibliography -- CHAPTER 1:INTRODUCTION -- CHAPTER 2:MARKET RESEARCH DESIGN -- CHAPTER 3:DESK RESEARCH -- CHAPTER 4:FOCUS GROUPS -- CHAPTER 5:DEPTH INTERVIEWS -- CHAPTER 6:OBSERVATION -- CHAPTER 7:SAMPLING AND STATISTICS -- CHAPTER 8:QUESTIONNAIRE DESIGN -- CHAPTER 9:FACE -TO -FACE INTERVIEWING -- CHAPTER 10:TELEPHONE INTERVIEWING -- CHAPTER 11:SELF -COMPLETION QUESTIONNAIRES -- CHAPTER 12:E -SURVEYS -- CHAPTER 13:DATA ANALYSIS -- CHAPTER 14:REPORTING -- Index.