Robin J. Birn - The Effective Use of Market Research: A Guide for Management to Grow the Business
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- Book:The Effective Use of Market Research: A Guide for Management to Grow the Business
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Cover
| title | : | The Effective Use of Market Research |
| author | : | Birn, Robin J. |
| publisher | : | Kogan Page |
| isbn10 | asin | : | 0749427728 |
| print isbn13 | : | 9780749427726 |
| ebook isbn13 | : | 9780585377827 |
| language | : | English |
| subject | Marketing research, Marketing--Decision making. | |
| publication date | : | 1999 |
| lcc | : | HF5415.2.B498 1999eb |
| ddc | : | 658.83 |
| subject | : | Marketing research, Marketing--Decision making. |
Page i
A Guide for Management to Grow the Business
Third Edition
Robin J Birn
Page ii
Danit, Daniel and David who continue to keep everything in perspective
First published 1988 Revised and updated edition published 1990 Second edition published 1992 Third edition published 1999
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means,with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses:
| Kogan Page Limited | Kogan Page Limited |
| 120 Pentonville Road | 163 Central Avenue, Suite 4 |
| London | Dover |
| N1 9JN | NH 03820 |
| UK | USA |
Robin J Birn, 1988, 1990, 1992, 1999
The right of Robin J Birn to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.
British Library Cataloguing in Publication Data
A CIP record for this book is available from the British Library.
ISBN 0 7494 2772 8
Typeset by Jean Cussons Typesetting, Diss, Norfolk
Printed and bound by Clays Ltd, St Ives plc
Page iii
| Preface | vi |
| Acknowledgements | ix |
| 1. Key to Making Good Decisions | 1 |
| Introduction | 1 |
| What is information? | 2 |
| Why take decisions with information? | 3 |
| Case study | 4 |
| How does information improve decisions? | 6 |
| Hints on taking good decisions | 7 |
| 2. Getting the Information You Really Need | 8 |
| Introduction | 8 |
| How to set up systems | 9 |
| What internal data are needed in the system? | 13 |
| What external data are needed? | 15 |
| Sources of information | 16 |
| Quantitative information | 19 |
| Qualitative information | 19 |
| Case study | 22 |
| Case study | 26 |
| Developing trend information | 27 |
| Targeting through database marketing | 28 |
| Hints about getting the information you really need | 29 |
| 3. The Best Research Techniques Anyone Can Use | 31 |
| Introduction | 31 |
| Collecting published data | 33 |
| Using brand share data | 36 |
Page iv
| Developing customer data | 37 |
| Case study | 40 |
| Customizing research techniques | 41 |
| Getting the marketing language correct | 42 |
| Collecting data in the company | 45 |
| Case studies | 47 |
| Assessing consumer buying behaviour | 50 |
| Researching behavioural characteristics of the consumer | 52 |
| Buyers' characteristics and buying decisions | 53 |
| Examining the purchasing process | 54 |
| Consumer behaviour classifications | 57 |
| Case study | 62 |
| Hints on using the best research techniques | 63 |
| 4. What to Measure and How to Measure It | 66 |
| Introduction | 66 |
| Analysing data | 68 |
| Applying analysis techniques to decision-making | 69 |
| Using geodemographics to grow your business | 73 |
| Market mapping | 75 |
| Case study | 77 |
| Analysis which is market-orientated | 79 |
| Hints for measuring the results | 80 |
| 5. You Have the Information Now Use It | 82 |
| Introduction | 82 |
| Presenting data effectively | 84 |
| Customizing reports | 85 |
| Identifying research implications | 87 |
| Case study | 89 |
| Conclusion | 91 |
| Hints for using the information | 92 |
| 6. Making Sure That the Customers Are Happy | 94 |
| Introduction | 94 |
| The rationale for customer monitoring | 95 |
| Uses for customer care monitoring | 96 |
| Key guidelines | 97 |
| Case study | 98 |
| Case study | 99 |
| Conclusion | 100 |
| Hints on developing customer monitoring | 101 |
Page v
| 7. Tracking Trends and Changing Decisions | 103 |
| Introduction | 103 |
| Monitoring market shares | 105 |
| Developing tracking studies | 107 |
| Using key data to take decisions | 110 |
| Case study | 112 |
| Developing trend data | 115 |
| Conclusion | 117 |
| Case study | 117 |
| Hints on tracking trends and changing decisions | 119 |
| 8. Getting the Most out of Business Relationships with Research Companies | 120 |
| Introduction | 120 |
| Commissioning research companies | 121 |
| Qualifications of suppliers |
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