Download - Lecture 1-Introductions to MR0
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
Teaching and Learning StrategiesTeaching and Learning Strategies
Learning Unit Contac Hours Per Week
Lectures 1-1.5hrs
Seminars 1-1.5hrs
Self Study 3-5hrs
Teaching and seminar programme: See Handbook
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
Module Scope: Syllabus Summary(See Details in Handbook)
Marketing research process
Information systems and knowledge management
Univariate statistics- t test and chi-square tests Bivariate statistics- tests of differences between means and
measures of assocoations between two variables
Introduction to multivariate statistical analysis- Factor Analysis,
Discriminant Analysis, Cluster Analysis, Multiple Regression
Analysis
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
Reading List
Learning Materials
1. Required (Students are expected to buy the textbook):
Janssens, W., De Pelsmacker, P., and Van Kenhove, P. (2008), Market Researchwith SPSS. Prentice Hall
Parasuraman, A., Grewal, D., and Krishnan, R., Market Research (2007).Houghton Mifflin Company.
2. Recommended Books
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., and Tatham, R. L. (2006),Multivariate Data Analaysis. Published by Pearson/Prentice HallHair, J., Bush, R.and Ortinau, D (2006), Marketing Research within a changing
Environment. Published by McGraw- Hill IrwinPallant, J (2007), SPSS Survival Manual. Open University Press
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
Module Assessment1. Individual Project: Two parts of individual coursework:
Part 1: Students are expected to outline a brief research proposal for a company,based on background information in seen case study (K1, K2, S1, and S4)
30%
Part 2: This part of the coursework is focused on demonstrating understanding ofdata analysis and interpretation. Students are required to generate descriptives and
basic statistical analysis output from a given market research dataset using anappropriate software package, such as SPSS (K3, and S2)
30%
2. Group project: Students work in small groups to develop a client-led researchproject for a company of their choice. The project involves, among others tasks,compiling company background information from market intelligence sources,defining a specific marketing problem or issue, design appropriate research methodsand instruments, collect, analyse, interpret data and offer recommendations, thenprepare a report based on the research project following the format given in thehandbook (K1-K6; S1-S4)
40%
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
Seminar Attendance
A t te n d a n c e o f s e m in a rs is c o m p u ls o ry .
U n p re p a re d s tu d e n ts w ill b e e x c lu d e d fro m s e m in a rs .
M a rks w ill b e d e d u ct ed f o r m iss in g se m in a rs w ith o u tva lid r ea so n s a s f o llo w s : F irs t s e m in a r m is se d : 2 m a r ks p e r s e m in a r .
F r om S e c o n d s e m in a r o n w a rd s : 5 m a rk s p e r s e m in a r.
T h e tu to r w ill re co r d a tte n d a n ce in r e g is te r fo r ea chs e m in a r s e s s io n .
I t is the s tude nt s re sp ons ib ility to e nsu re re cord o f h is / h e r a tte n d a n ce in r eg is t e r d u rin g t h e r e le va n t se m in a r sess i o n .
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
Overview of the European MarketingResearch IndustryOverview
Total worldwide turnover- 16 950 ml
Of this, turnover in Europe- 7 614 ml (45%)
Compare with that of North America-6 193ml
UK turnover- 1 862 ml, closely followed by Germany
and France
No otherEU country with over 500ml
Industry growth rate- 7.5%-10%- faster in New European
states
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
The European Market ResearchIndustryThe 3 Main groups of players in the
European
Market Research Industry
The suppliers of research services
The research buyers
The professional bodies
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
The Suppliers of ResearchServicesFull Service Agencies
These offer the full range of services:-quantitative/qualitative, adhoc/continuous
research, customised/synidcated services
They are usually large internationalorganisations
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
The Suppliers of ResearchServicesThe specialist suppliers
May
focus on a perticular research technique,eg telephone, interviewing, or email surveys
Limited services suppliers
Often offerfew components of research- e.g.
field work, data processing or both (field andtab) agencies, or statistical analysis
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
Research Buyers
Manufacturers The largets group of research buyers in UK
(accounting for 44%)
Within manu facturing, major customers of market
research include the food sector, thepharmaceutical industry
Public sector
Media
Financial sector
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
The Profession
Profesional bodies servemembers in
Maintaining highstandards of research
Representation on
goverment andinternational bodies
Ethical issues include:-
Privacy, confidentiality,
deception, imposition,integrity,misrepresentation
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
Professional Bodies
(1) ESOMAR (since 1948)
European Society forOpinion and MarketingResearch- with over 4500 members in over
100 countries Members listed in the Directory undertake to
comply with the ICC/ESOMAR internationalcode of practice
Organises seminars, conferences, training,and education workshops for members
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
Professional Bodies
(2) Market Research Society (MRS)- (since1947)
Over 8000 members in over 50 countries
Seeks the maintaince of professional
standards in the practice ofMR Members subscribe to a code of conduct that
put premium on confidentiality- i.e. anonimityof respondents
Provides members with education (Diploma inMR), information, social forum, andrespresenation on gv and other orgs
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
Professional Bodies
(3) Alliance ofInternational
Marketing ResearchInstitute (www.aimri.or)
Represents over 80 markerting researchagencies in over 17 countries
(4) European Federation of Association ofMarketing Research Organisation (EFAMRO)-since 1992
An international federation of market
researchers within theE
U Represent research agencies in the Western
countries
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
OtherProfessional Bodies
(5) British Market Research Association-Formed through amalgamation of theAssociation ofMarket Survey Organisation(AMSO) and Association of British MarketResearch Companies
(6) Association of Qualitative Research(AQR)
(7) Interviewer Quality Control Scheme
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Use with Marketing Research, Approaches, Methods and Applications in Europe
by Ray Kent ISBN -13: 978-1-84480-327-9, ISBN10: 1-84480-327-9
2007 Thomson Learning
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