Table of Content

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 and monitoring online user-generated contents
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: Lynx - launching a new brand
Case 2: Sony Ericsson - understanding the mobile phone market
Case 3: AIR MILES - researching advertising effectiveness
Case 4: The Metro - newspaper media research and understanding the reader
Case 5: Birmingham airport - researching customer satisfaction
Case 6: Gu - establishing a community for research
Case 7: English Rugby - researching participation
Case 8: Malta and MTV - researching attitudes
Case 9: Allied Domecq - researching lifestyles
Case 10: Dove - researching beauty for a communications campaign

Marketing Research: An Integrated Approach, Third Edition, is invaluable for anyone studying marketing research at a degree or diploma level. The author is the lead examiner for modules in the professional qualifications of the Market Research Society and the Chartered Institute of Marketing, and the content of the book has been developed to fully support the Chartered Institute of Marketing's Marketing Information and Research Professional Certificate module and The Market Research Society's Principles of Market and Social Research and Information Diploma module.

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 both the management of customer information from customer databases along with the monitoring of user-generated content appearing on online social networks.

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, making it ideal for supporting the delivery of single semester modules on marketing research.