Practical Guide to Market Research
All rights reserved Copyright © Paul Hague Paul Hague is hereby identified as author of this work in accordance with Section 77 of the Copyright, Designs and Patents Act 1988 This book is published by Grosvenor House Publishing Ltd 28–30 High Street, Guildford, Surrey, GU1 3HY. www.grosvenorhousepublishing.co.uk
This book is sold subject to the conditions that it shall not, by way of trade or otherwise, be lent, resold, hired out or otherwise circulated without the author’s or publisher’s prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser. A CIP record for this book is available from the British Library ISBN 1-905529-30-9
Contents
Page Preface Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Bibliography The Basics of Market Research Research Objectives Research Design An Introduction to Research Methodologies Introduction to Qualitative Research Introduction to Quantitative Research Introduction to Sampling An Introduction to Questionnaire Design Turning Data into Findings Reporting and Communicating Findings Professional Development and the Market Research Industry 3 5 19 39 59 75 94 112 129 150 164 177 187
1
2
Preface
I was fortunate to find market research. It is the only work I have ever done and it has kept me interested all my life. My first job was with the Dunlop Rubber Company, where I had the title “Marketing Executive” and where I spent happy days researching markets for the General Rubber Goods Division. I remember, as if yesterday, my very first assignment; I was asked to research the market for dock bay seals. I had no idea what they were and, as a new graduate, was too timid to ask. Furthermore, it was 1969 and there were few text books telling me how I should go about the task. I soon learned that with a tongue in my head I could
This book is sold subject to the conditions that it shall not, by way of trade or otherwise, be lent, resold, hired out or otherwise circulated without the author’s or publisher’s prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser. A CIP record for this book is available from the British Library ISBN 1-905529-30-9
Contents
Page Preface Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Bibliography The Basics of Market Research Research Objectives Research Design An Introduction to Research Methodologies Introduction to Qualitative Research Introduction to Quantitative Research Introduction to Sampling An Introduction to Questionnaire Design Turning Data into Findings Reporting and Communicating Findings Professional Development and the Market Research Industry 3 5 19 39 59 75 94 112 129 150 164 177 187
1
2
Preface
I was fortunate to find market research. It is the only work I have ever done and it has kept me interested all my life. My first job was with the Dunlop Rubber Company, where I had the title “Marketing Executive” and where I spent happy days researching markets for the General Rubber Goods Division. I remember, as if yesterday, my very first assignment; I was asked to research the market for dock bay seals. I had no idea what they were and, as a new graduate, was too timid to ask. Furthermore, it was 1969 and there were few text books telling me how I should go about the task. I soon learned that with a tongue in my head I could
References: Key definitions The following definitions are important if you are to understand how the Data Protection Act (1998) relates to market and social research