Elsevier/Butterworth-Heinemann's 2005-2006 CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually, and free online access to the MarketingOnline learning interface, it offers everything you need to study for your CIM qualification. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant, ensuring it is the definitive companion to this year's CIM marketing course. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students, where you can: Annotate, customise and create personally tailored notes using the electronic version of the Coursebook Receive regular tutorials on key topics from Marketing Knowledge Search the Coursebook online for easy access to definitions and key concepts Access the glossary for a comprehensive list of marketing terms and their meanings Written specifically for the Marketing Research and Information module to guide you through the 2005-2006 syllabus Each text is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory Contains sample assessment material written exclusively for this Coursebook, as well as past examination papers to enable you to practise what has been learned and help prepare for the exam
Author(s): Matthew Housden
Year: 2005
Language: English
Pages: 352
Marketing Research and Information 2005-2006......Page 0
Contents......Page 6
Preface......Page 8
Introduction......Page 28
Syllabus elements 1.1-1.4......Page 29
Syllabus elements 2.1-2.5......Page 30
Marketing management support systems - The marketing information system (MkIS)......Page 31
Understanding aims and objectives of marketing research and information, and achieving your learning outcomes......Page 32
Using financial information and metrics......Page 33
Manage customer relationships......Page 34
Learning outcomes and knowledge and skills requirements......Page 35
Answer......Page 37
Recommended resource materials......Page 38
Further study......Page 39
Information in the knowledge economy......Page 40
One more time, what is marketing?......Page 42
What is marketing research?......Page 49
The database......Page 50
Information and the scope of marketing research......Page 51
Who carries out research?......Page 52
Professional bodies and Institutes......Page 55
Ethics, regulation and codes of practice in market research......Page 56
Data protection......Page 57
The rights of respondents......Page 59
Mutual rights and responsibilities of researchers and clients......Page 60
The DMA code of practice......Page 62
The preference services......Page 63
Deceased suppressions......Page 64
The marketing database......Page 67
Customer relationship management (CRM)......Page 68
The marketing database......Page 71
Geo-demographic and lifestyle profiling......Page 72
Sociology and environment......Page 76
The data audit......Page 79
Nappy talk......Page 81
Deduplication......Page 82
In-house or out-of-house......Page 83
Applications......Page 84
The data warehouse and data marts......Page 85
Data mining......Page 87
Other analysis techniques......Page 88
How can the data be used?......Page 89
Marketing research and the database......Page 90
Further study......Page 92
The marketing research process......Page 95
The marketing research plan......Page 97
Defining the issues or problem......Page 98
Previous research......Page 99
Research design......Page 100
Quantitative research......Page 101
Data input, coding and editing......Page 102
The marketing research brief......Page 103
The proposal......Page 106
Managing the agency relationship......Page 108
Evaluating other research reports......Page 110
Evaluating existing research......Page 111
Further study......Page 113
Using secondary research......Page 116
What is secondary or desk research?......Page 117
The weaknesses of secondary data......Page 118
List of sources......Page 119
Governments......Page 120
Trade press......Page 124
The press......Page 125
BMRB......Page 126
Information on online markets......Page 127
Searching online......Page 129
Newsgroups and discussion forums......Page 130
Further study......Page 131
Observation research......Page 133
Observation strengths......Page 134
Categories of observation research......Page 135
Audits and scanner-based observation......Page 136
Media measurement......Page 138
Tachistoscopes......Page 140
Online observation......Page 141
International issues......Page 142
Further study......Page 144
Quantitative data......Page 146
What is quantitative data?......Page 147
Face-to-face interviews......Page 148
What makes a good interviewer?......Page 150
Good research design......Page 151
Telephone interviewing......Page 152
Postal surveys......Page 154
e-mail and web surveys......Page 155
Omnibus surveys......Page 156
Simulated test markets......Page 157
Panels......Page 158
Further study......Page 162
Questionnaire design......Page 163
The questionnaire design process......Page 164
Question and response formats......Page 165
Closed questions - dichotomous......Page 166
Closed questions - multiple choice......Page 167
Graphic versus itemized scales......Page 168
Forced versus non-forced scales......Page 169
Likert scales......Page 170
Stapel scales......Page 171
Select wording and phrasing......Page 172
Sequencing......Page 176
Design, layout and appearance......Page 177
Pilot......Page 182
Further study......Page 185
Sampling......Page 187
What is a sample?......Page 189
Define the population of interest......Page 190
Probability sampling......Page 191
Simple random sampling......Page 192
Multi-stage sampling......Page 193
Quota sampling......Page 194
Determining the sample size......Page 195
Statistical techniques for determining sample size......Page 196
Determine the acceptable confidence interval......Page 198
Studies involving proportions......Page 199
Adjustment for larger samples......Page 200
Non-sampling error......Page 201
Weightings......Page 202
Quantitative data analysis......Page 204
Editing and coding......Page 206
Data entry......Page 207
Ordinal data......Page 208
Cross tabulations (cross tabs)......Page 209
Descriptive statistics......Page 210
Measures of dispersion......Page 211
Hypothesis testing......Page 212
The Chi-square test......Page 213
Hypotheses about means......Page 214
Correlation and regression......Page 215
Simple regression analysis......Page 216
Multidimensional scaling or perceptual mapping......Page 218
Software packages......Page 219
Further study......Page 220
Presenting marketing research......Page 221
The written report......Page 222
Findings and analysis......Page 223
Appendices......Page 224
Research methodology......Page 225
Presentation tips......Page 226
Tables......Page 227
Other graphics......Page 228
Problems in presentations......Page 230
Further study......Page 232
Preparing for your examination......Page 234
A bit about the Senior Examiners!......Page 235
Structure/content......Page 236
Format of answers......Page 237
Your approach to mini-cases......Page 238
Specimen examination papers and answers......Page 239
Memory......Page 240
Revision planning......Page 241
Practical actions......Page 244
Introduction - the basis to the assignments and the integrative project......Page 246
Optional questions......Page 247
Element 1 - Information and research for decision-making......Page 249
Element 3 - Marketing research in context......Page 250
Element 4 - Research methodologies......Page 251
Element 5 - Presenting and evaluating information to develop business advantage......Page 252
Use of case studies......Page 253
Submission of assignments/integrative project......Page 254
Answers and debriefings......Page 256
Introduction......Page 286
Outline answer......Page 287
Database bureaux have the following advantages......Page 288
Part B Question 2......Page 289
Question 3.3......Page 290
Answer......Page 291
Donaldson Builders Merchants......Page 292
Part B Question 4......Page 293
Answer......Page 294
Question 5.1......Page 296
Weaknesses......Page 297
Discuss this definition......Page 298
Question 7.1......Page 299
Introduction......Page 300
Question 8.1......Page 301
Answer......Page 302
Answer......Page 303
Donaldson Builders Merchants......Page 304
Answer......Page 305
Question 10.1......Page 306
Answer......Page 307
Editing and coding......Page 308
Situation analysis and problem definition......Page 309
Appendices......Page 310
Donaldson Builders Merchants......Page 314
Answer......Page 315
Past examination paper and examiners' report......Page 316
Learning outcomes......Page 324
Knowledge and skill requirements......Page 325
Core texts......Page 326
Websites......Page 327
Element 4: Research methodologies (30 per cent)......Page 328
Marketing journals......Page 329
Websites......Page 330
Index......Page 332
