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Essentials of Marketing Reseach
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TONY PROCTOR
Looking for a concise introduction to Market Research? Look no further.
Tony Proctor’s Essentials of Marketing Research, 4e offers a streamlined,
traditional introduction to all the major concepts of the field. He also
discusses new developments, particularly in the areas of qualitative
data analysis and marketing decision-support systems.
Ideal for undergraduates studying marketing research for the first time,
MBA students, and anyone who seeks a basic understanding of the topic,
Essentials of Marketing Research, 4e, strikes an excellent balance between
different topics.
NEW TO THIS EDITION!
• New case studies
• Coverage of Internet databases and the use of the Internet
• Increased references to journal articles
To access additional Learning Resources, including an Instructor’s Manual
and Power Point Slides, visit www.pearsoned.co.uk/proctor_emr.
Tony Proctor, MA, MPhil, Phd, DipM, has had many years experience in
the marketing research industry and is Professor in Marketing at the
Chester Business School. He has also authored several books and articles
on marketing and management creativity.
ESSENTIALS OF MARKETING RESEARCH
www.pearson-books.com
“The simplicity of Proctor’s book differentiates it from other offerings in the
marketplace. Many of my overseas students really find it an easy book to access
and its straightforward approach is the key here.”
Nigel Culkin, The Business School, University of Hertfordshire
“There are many books on Marketing Research, but they rarely cover qualitative
data analysis so well. This is one of the key reasons why I chose Proctor as an
essential text. I could not manage without this chapter.”
Dr. Jane Hemsley-Brown, School of Management, University of Surrey
ESSENTIALS OF
MARKETING RESEARCH
TONY PROCTOR
FOURTH EDITION
TONY PROCTOR
FOURTH EDITION
ESSENTIALS OF MARKETING RESEARCH
FOURTH
EDITION
an imprint of
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Essentials of Marketing Research
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We work with leading authors to develop the
strongest educational materials in business, finance and
marketing, bringing cutting-edge thinking and best
learning practice to a global market.
Under a range of well-known imprints, including
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ESSENTIALS OF
MARKETING RESEARCH
FOURTH EDITION
TONY PROCTOR PhD
Professor in Marketing,
Chester Business School
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Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
Visit us on the World Wide Web at:
www.pearsoned.co.uk
First published 1997
Second edition 2000
Third edition 2003
Fourth edition published 2005
© Pearson Professional Limited 1997
© Pearson Education Limited 2000, 2005
The rights of Tony Proctor to be identified as author of this work has been asserted
by him in accordance with the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording or otherwise, without either the prior written permission of the
publisher or a licence permitting restricted copying in the United Kingdom issued by the
Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP.
All trademarks used herein are the property of their respective owners. The use of any
trademark in this text does not vest in the author or publisher any trademark ownership rights
in such trademarks, nor does the use of such trademarks imply any affiliation with or
endorsement of this book by such owners.
ISBN 0 273 69494 4
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for this book can be obtained from the Library of Congress
10 9 8 7 6 5 4 3 2 1
10 09 08 07 06 05
Typeset in 10/12.5pt Palatino by 35
Printed by Ashford Colour Press Ltd., Gosport
The publisher’s policy is to use paper manufactured from sustainable forests.
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Brief contents
1 Nature of marketing research 1
2 Planning the research project 42
3 Secondary data 68
4 Sampling 103
5 Surveys 136
6 Measurement and scaling 164
7 Questionnaires 188
8 Qualitative research 219
9 Observation and experiment 247
10 Quantitative data analysis 278
11 Qualitative data analysis 322
12 Evaluation, reports and presentation 348
13 Applied marketing research 383
14 Marketing research settings: business-to-business,
services and internal marketing 430
15 Global marketing research 455
16 Marketing decision-support system 481
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Supporting resources
Visit www.pearsoned.co.uk/proctor_emr to find valuable online resources
For instructors
• Complete, downloadable Instructor’s Manual
• PowerPoint slides that can be downloaded and used as OHTs
For more information please contact your local Pearson Education sales
representative or visit www.pearsoned.co.uk/proctor_emr
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Full contents
List of case studies xiv
Preface xvii
Acknowledgements xxi
1 Nature of marketing research 1
Introduction 3
Marketing research: a definition 3
Philosophy of science 4
Marketing research and decision making 7
Divisions of marketing research 9
Categories of applied marketing research 13
Marketing information systems 14
Types of data 16
Marketing research as part of marketing strategy 18
Deciding who should do the research 18
Assistance from outside research organisations 19
Evaluating proposals 22
Ethical considerations in marketing research 22
Researchers’ obligations to clients 25
Changing role of marketing research 27
Using the Internet for marketing research 29
Need for more creativity in research 29
Non-response as an issue in marketing research effectiveness 30
Summary 31
Questions 31
Case study 1.1 Lampelichter AG, Essen 32
Case study 1.2 Spirit of Magellan Enterprises 34
Case study 1.3 Rosine and Vera 35
Case study 1.4 The English Bear Company 37
Case study 1.5 21st-century market research 38
References and notes 40
Further reading 41
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2 Planning the research project 42
Introduction 44
Marketing problems 44
Deciding whether to undertake a research study 47
Uncertainty in decisions 48
Research plan 50
The proposal 55
Use of PERT in planning research 56
Summary 60
Questions 61
Case study 2.1 New Shoe Company 61
Case study 2.2 Cheri-Rose 62
Case study 2.3 Why researchers are so jittery 63
Case study 2.4 Tracking the railways 65
References and notes 66
Further reading 67
3 Secondary data 68
Introduction 70
Types of secondary data 70
Searching for external data 72
How secondary data can be used 78
Other general sources 80
International sources 82
Non-official sources of data 85
Professional organisations and libraries 88
Using secondary data in exploratory research 90
Online marketing research 93
Marketing research tools 94
Summary 94
Questions 94
Case study 3.1 Montres d’Occasion 95
Case study 3.2 The Web 95
Case study 3.3 Salaries 96
Case study 3.4 PowerUp Electricity plc 99
References and notes 101
Further reading 101
4 Sampling 103
Introduction 105
Census and samples 105
Sampling 106
Sampling frame 110
Sampling methods 111
Sampling in practice 122
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Full contents
Sample size 127
Summary 129
Questions 130
Case study 4.1 Research Consultants 130
Case study 4.2 Jerome’s department store 131
Case study 4.3 McBain’s fast food restaurant 131
Case study 4.4 Student research projects 132
References and notes 134
Further reading 134
5 Surveys 136
Introduction 138
Postal surveys 139
Personal interviews 143
Telephone surveys 145
Self-administered surveys 148
Panels 148
Syndicated research services 151
Omnibus studies 153
Interactive research 154
Summary 154
Questions 155
Case study 5.1 Central Training College (1) 155
Case study 5.2 Consumer Products 156
Case study 5.3 Liptonjuice (1) 157
Case study 5.4 Opinion polling faces new scrutiny 159
Case study 5.5 Volvo Car UK 160
References and notes 161
Further reading 162
6 Measurement and scaling 164
Introduction 166
Measurement 166
Scale types 169
Attitude measurement 172
Self-reporting methods 175
Methods for rating attributes 180
Summary 182
Questions 183
Case study 6.1 Summit Motors (1) 183
Case study 6.2 Barney’s Café 184
Case study 6.3 Liptonjuice (2) 184
Case study 6.4 Chinese imports 185
References and notes 186
Further reading 186
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7 Questionnaires 188
Introduction 190
Questionnaire structure 190
Stages in questionnaire development 192
Questionnaire design and construction 193
Introducing a questionnaire 206
Reliability and validity in questionnaire design 208
Summary 209
Questions 210
Case study 7.1 Central Training College (2) 211
Case study 7.2 The Rholand Watch Company 212
Case study 7.3 Researching the sports market 214
Case study 7.4 Attitudes of cat owners to cat food 215
References and notes 218
Further reading 218
8 Qualitative research 219
Introduction 221
Limitations of qualitative research 222
Focus groups 223
Other group research methods 227
Practicalities of focus group sessions 229
Industrial focus groups 234
Other qualitative research methods 234
Summary 237
Questions 238
Case study 8.1 Avon Cosmetics 238
Case study 8.2 IBM 239
Case study 8.3 Muller 240
Case study 8.4 Brand valuation 240
Case study 8.5 Hi-fi systems 242
References and notes 245
Further reading 245
9 Observation and experiment 247
Introduction 249
Observation 249
Experiments 254
Experimental designs 258
Statistical designs 263
Test marketing: an introduction 267
Consumer-tracking studies 270
Summary 271
Questions 271
Case study 9.1 Soap-sud 272
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Case study 9.2 Cheung’s chips 273
Case study 9.3 The Safe ‘T’ fireproof letterbox 273
Case study 9.4 Thompson Toys 274
References and notes 276
Further reading 276
10 Quantitative data analysis 278
Introduction 280
Interpretation 280
Analysis 281
Tabulation 282
Statistical analysis 284
Significance of differences between numbers 287
Chi-square analysis 290
Use of similarities between numbers to show cause and effect 293
Analysis of variance 294
Measuring relationships 296
Summary 313
Questions 314
Case study 10.1 La Gaieté Parisienne 317
Case study 10.2 Summit Motors (2) 317
Case study 10.3 Mr Hungry’s Burger Bar 318
References and notes 320
Further reading 321
11 Qualitative data analysis 322
Introduction 324
Qualitative analysis 324
Operational aspects of qualitative research 325
Data displays 331
Matrices 332
Networks 334
Summary 338
Questions 338
Case study 11.1 Cyclist survey 338
Case study 11.2 Uses of aluminium foil 343
Case study 11.3 Renault Clio 345
References and notes 346
Further reading 346
12 Evaluation, reports and presentation 348
Introduction 350
Evaluation of research 350
Written report 351
Sections of a report 354
Oral research report 355
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Visual aids and their use 356
Summary 363
Questions 363
Case study 12.1 The St Honoré de Mazarin Restaurant, Paris 364
Case study 12.2 Central Training College (3) 365
Case study 12.3 Sunrise Hotels 367
Case study 12.4 Wallaby Tours 379
References and notes 381
Further reading 381
13 Applied marketing research 383
Introduction 385
Product research 385
Getting ideas for new products 385
Product delivery 392
Naming the product 394
Packaging the product 395
Market segmentation research 397
Cartographying geographic segmentation 400
Competition research 402
Promotion research 405
Measuring advertising effectiveness 406
Selling research 411
Pricing research 412
Distribution research 413
Summary 417
Questions 417
Case study 13.1 Tourism in Bukhara 418
Case study 13.2 South Africa 419
Case study 13.3 Music in marketing communications 422
Case study 13.4 Bronco Jeans 424
Case study 13.5 British divided into four types 425
Case study 13.6 Sˇkoda cars 425
References and notes 427
Further reading 428
14 Marketing research settings: business-to-business,
services and internal marketing 430
Introduction 432
Business-to-business marketing research 432
Research into services 439
Research for internal marketing 444
Summary 446
Questions 447
Case study 14.1 Management in the public sector 447
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Case study 14.2 Orchestras aim to pass the baton 448
Case study 14.3 Decline of frills 449
Case study 14.4 Jasmine Hotel, Dubai 450
Case study 14.5 Banking in Portugal 451
References and notes 453
Further reading 453
15 Global marketing research 455
Introduction 457
Global marketing research 457
Desk research 467
Principal methods of organising research 470
Marketing research in developing countries 471
Summary 471
Questions 471
Case study 15.1 Michel Herbelin 472
Case study 15.2 China 473
Case study 15.3 The future lies abroad 475
Case study 15.4 European laundry statistics 476
Case study 15.5 Delhi delights 478
References and notes 479
Further reading 480
16 Marketing decision-support system 481
Introduction 483
Marketing information systems 483
Decision-support mechanisms 490
Forecasting demand 491
Applications for mathematical models in the marketing
decision-support system 499
Expert systems and decision support 512
Summary 519
Questions 519
Case study 16.1 Demand for agricultural tractors 520
Case study 16.2 Kenbrock 521
Case study 16.3 Restaurant strategies 521
Case study 16.4 Brand switching 522
Case study 16.5 Simon Theodolou, hairstylist 523
References and notes 525
Further reading 526
Further case studies 528
Glossary 553
Bibliography 559
Index 577
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List of case studies
1.1 Lampelichter AG, Essen 32
1.2 Spirit of Magellan Enterprises 34
1.3 Rosine and Vera 35
1.4 The English Bear Company 37
1.5 21st-century market research 38
2.1 New Shoe Company 61
2.2 Cheri-Rose 62
2.3 Why researchers are so jittery 63
2.4 Tracking the railways 65
3.1 Montres d’Occasion 95
3.2 The Web 95
3.3 Salaries 96
3.4 PowerUp Electricity plc 99
4.1 Research consultants 130
4.2 Jerome’s department store 131
4.3 McBain’s fast food restaurant 131
4.4 Student research projects 132
5.1 Central Training College (1) 155
5.2 Consumer Products 156
5.3 Liptonjuice (1) 157
5.4 Opinion polling faces new scrutiny 159
5.5 Volvo Car UK 160
6.1 Summit Motors (1) 183
6.2 Barney’s Café 184
6.3 Liptonjuice (2) 184
6.4 Chinese imports 185
7.1 Central Training College (2) 211
7.2 The Rholand Watch Company 212
7.3 Researching the sports market 214
7.4 Attitudes of cat owners to cat food 215
8.1 Avon Cosmetics 238
8.2 IBM 239
8.3 Muller 240
8.4 Brand valuation 240
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